New York: Total diamond jewellery demand
from US consumers increased 4.4 per cent in 2016 to exceed US$40 billion for
the first time, according to industry insight data published yesterday by De
Beers Group.
While slower US GDP growth in the first
quarter of 2017 is likely to have impacted diamond jewellery demand in the
short term, the US has recorded five years of consecutive demand growth. US
consumers now account for roughly half of all diamond jewellery purchases
globally – a level not seen since before the financial crisis.
Although bridal diamond jewellery continues
to be the foundation of demand in the US, more frequent acquisitions and a
higher value of spend from single women helped drive demand. Meanwhile,
self-purchase trends increased among both single and married women.
Fifty-seven per cent of self-purchased
diamond jewellery is acquired by married women, while a third is from
Millennials. Retailers also reported high levels of consumer interest for
multi-diamond pieces.
The data showed that consumers are spending
more per piece on diamond jewellery, with retailers reporting an increase in
the US$1,000 to US$4,999 category.
Globally, demand for diamond jewellery in
2016 increased marginally in US dollars (at actual exchange rates) to US$80
billion, with demand growth from the US offsetting a contraction in India.
Demand from Chinese consumers grew 0.6 per
cent in local currency and has continued to improve in early 2017, with robust
sales around Chinese New Year contributing to the positive performance in the
first quarter.
Demand from Indian consumers started to
return to more normal levels in 2017, following an 8.8 per cent contraction (in
local currency) in 2016 due to the jewellers’ strike, demonetisation and
exchange rates.
Demand from Japanese consumers declined 2.9
per cent in local currency in 2016, but growth in US dollars reached 8.1 per cent
due to the strength of the Yen.
Demand in the Gulf was impacted by a
challenging macro-economic environment, driven by continued oil price weakness.
Further marginal global growth in diamond
jewellery demand (in US dollar terms) is likely in 2017.
Bruce Cleaver, CEO, De Beers Group, said:
“American consumers continue to express strong desire for diamonds, but their
purchasing habits are changing rapidly. While bridal diamond jewellery remains
fundamental, we are seeing both single and married women buying for themselves
more frequently and more purchases being made online. Meanwhile, products such
as multi-diamond jewellery are becoming more popular.
“However, while US demand drove global
growth in 2016, it is increasing demand from emerging markets that is behind
the last five years being the strongest on record. Despite some markets facing
challenging conditions last year, we see this trend continuing, with
improvements in demand from China and India, in particular, emerging in 2017.”