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  • Photo courtesy: Cultured Pearl Association of America (CPAA)

Pearl, American millennials' option after diamond



Consumers own, gift and receive pearl and pearl jewellery yet still display interest in cultured pearl, according to the first-ever research on pearl consumers in the United States co-conducted by The Cultured Pearl Association of America (CPAA) and MVI Marketing LLC (MVEye).


1,012 American customers who purchased at least US$200 of fine jewellery in the past three years participated in the survey. Takeaways from the survey are as below:

Jewellery shoppers aged from 25 to 45 and 46 to 55 prefer pearl following the most sought-after diamond and the third-most pick after diamond and sapphire respectively.

66 percent own one to five pieces of pearl jewellery, almost 70 percent of them has a pearl stand and pearl earrings owner represented 62 percent.

44 percent owner wear pearl jewellery only for special occasions, more than one in five wear in a weekly basis and less than ten percent view pearl jewellery as a daily accessory.  

46 percent sees pearl jewellery as an ideal option for gift-giving and self-rewarding.   

A little more than half of the consumers have purchased or received pearl jewellery in the past three years for birthday occasions, 46 percent for anniversary celebrations.

Despite environmental and social impact has gradually become a major concern prior to customers’ purchase, 60 percent of shoppers are not aware that pearls are sustainable.

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