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www.thejewelrybook.com
Born in the mid-1990s and beyond, they are
2 and 2.52 billion strong.*
In September 2020, we interviewed Gen Z consumers
affinity for fine jewelry. Here are some facts
how they think about love, relationships, and
Who is Gen Z?
Defining Modern Love
Traditional Symbols To Celebrate Love
63%
say an engagement ring is a
'must have' when proposing
say an
'must have' when proposing
say an engagement ring
'must have' when proposing
engagement ring
61%
say a wedding band is a
'must have' when getting married
say a
'must have' when getting married
say a wedding band
'must have' when getting married
wedding band
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Gen Z believes in...
Diversity Inclusion
53%
feel it is a relationship that doesn't
follow traditional gender roles
feel it is a relationship that doesn't
follow traditional gender roles
feel it is a relationship that doesn't
What Is Modern Love?
360 Market Reach
Equality
In a recent study orchestrated by 360
Market Reach on behalf of Platinum
Guild International USA, researchers
posed an open-ended question to a
pool of 1,000 fi ne jewelry buyers: what
is 'modern love'? The responses they
received were as varied as the par-
ticipants, yet two themes were clearly
prevalent: Modern love symbolizes
inclusiveness and equality, along with
the timeless nature of true love. These
themes were resounding across genders,
as well as generations.
This research shows that while there has
been an evolution in perceptions and
acceptances of the defi nition, love itself,
is timeless. Much like the jewelry that
is worn to represent it. Platinum jewelry
fi ts seamlessly into these love stories,
as the metal's durability, wearability and
timelessness mirrors the characteristics
of the strongest of ever-lasting relation-
ships.
Offer your customers platinum, they will
thank you. Please click on image below
to view the video.
