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| Sales of Journey Diamond Jewelry, such as this S-curve pendant, have passed the $1.5 billion mark. |
It seems love not only grows stronger over time for couples, but for consumers and Journey Diamond Jewelry too.
Shortly after landing in stores in August 2006, the Diamond Promotion Service's (DPS) latest gift of love has become one of the most popular diamond jewelry categories in the marketplace, with sales now surpassing $1.5 billion.
"We are thrilled that this new category has already reached $1.5 billion in sales," DPS Core Program Director Colby Shergalis said in a statement released today. "The exciting news is that the category keeps growing, presenting a tremendous opportunity for the industry, particularly this holiday season."
Featuring graduated diamonds to symbolize how love grows stronger over time, Journey Diamond Jewelry is more likely to be a gift from a husband or boyfriend than anyone else. In fact, the DPS says Journey gifts of love account for almost 80 percent of total Journey sales in the marketplace, compared with only 67 percent of total diamond jewelry sales that are purchased as gifts by husbands or boyfriends.
According to the DPS, men like to give Journey Diamond Jewelry for special occasions such as Christmas, birthdays and anniversaries, and they feel comfortable buying it on their own without their partners. The latest statistics show that 82 percent of Journey gifts were purchased by men alone, versus 74 percent of other diamond jewelry gifts.
On average, Journey Diamond Jewelry buyers tend to have a higher household income than purchasers of other diamond jewelry types, says the DPS. This in turn creates an opportunity for retailers to sell Journey pieces at a higher price point, further boosting sales.
For more information about Journey Diamond Jewelry, visit the DPS' Web site, DPS.org.
Source: nationaljewelernetwork
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