Evaluative criteria of diamond jewellery used in the decision-making process: Variations across ethnic groups

Given the growing importance of ethnicity in America and the unique nature of diamonds, this study formally asked whether an ethnicity effect exists in diamond jewellery attribute preferences (shape, cut, colour, clarity, weight, type, treatment, venue, certification, willingness to spend and origin of the diamond) and, if it does, what differences and similarities have been expressed by the key ethnic consumer groups in America. Survey data were analysed through profile analysis and Tukey’s HSD to determine whether ethnic differences exist in diamond jewellery consumption among African Americans, Asian/Pacific Islanders, Caucasians, Hispanics/Latinos, Middle Easterners and Native Americans. Study results suggest that there is an ethnicity effect associated with diamond jewellery attribute preferences. Ultimately, this study will allow the diamond industry to effectively reach specific end-use consumers.