Consumers Stress Importance of Independent 3rd Party Verification of Diamond Social and Environmental Impact Claims

67% of respondents said they would be more loyal to a retailer or brand that sells diamonds verified by an independent 3rd party company.
Sep 20, 2019 8:15 AM ET
Article

A large majority of consumers consider independent 3 party verification of diamond retailer, brands and manufacturer claims about social and environmental impact to be important, according to a research study by MVI Marketing LLC.

Key findings from the research include:

  • Over 85% of jewelry purchasers responded that independent 3rd party verification of chain of custody and social and environmental impact claims is Very or Somewhat Important for any diamond they want to purchase
  • Consumers of both mined diamonds and lab-grown diamonds in the study cited higher redibility, transparency to all parties and independent quality control as the top three reasons for this preference.

“Retailers and brands should take notice of this growing trend among jewelry consumers and get on 
board early to establish credibility for any claims they make to position their brand above the 
competition,” stated Liz Chatelain, President of MVI.

Asked whether they would be more loyal to a retailer or brand that sells diamonds verified by an 
independent 3rd party company, 67% of respondent said Yes.

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