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Are natural diamond engagement rings forever?

Are natural diamond engagement rings forever? The tradition of celebrating an engagement with the gift of a natural diamond ring is largely an American custom. The custom helps drive 2002 retail sales of all diamonds in the USA ($27.4 billion) to 50 percent of global revenues. As a result, anything affecting the US diamond market, especially with diamond engagement rings, is likely to have worldwide implications for the natural diamond marketplace. Millions of American couples are now cohabitating prior to engagement or marriage, and the diamond industry can be facing some unusual social and economic forces. This article reports on a study a study to determine how a group of younger persons, mainly between the ages of 20 and 30, view the desirability of engagement ring purchasing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Are natural diamond engagement rings forever?

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590550410541453
Publisher site
See Article on Publisher Site

Abstract

The tradition of celebrating an engagement with the gift of a natural diamond ring is largely an American custom. The custom helps drive 2002 retail sales of all diamonds in the USA ($27.4 billion) to 50 percent of global revenues. As a result, anything affecting the US diamond market, especially with diamond engagement rings, is likely to have worldwide implications for the natural diamond marketplace. Millions of American couples are now cohabitating prior to engagement or marriage, and the diamond industry can be facing some unusual social and economic forces. This article reports on a study a study to determine how a group of younger persons, mainly between the ages of 20 and 30, view the desirability of engagement ring purchasing.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Jul 1, 2004

Keywords: Retailing; United States of America; Social norms; Consumer behaviour

References