Retailers

Study finds diamonds are still the favoured gem among female Brits

The research also suggests that when it comes to self-gifting, shoppers are much more generous with themselves than with a family member or spouse

Research shows diamonds are still the favoured gem for female Brits with tanzanite coming in second according to UK online jewellers Gemporia.

The research was conducted amongst 1,866 women across the UK, aged between 18-80, and revealed that nearly a quarter (22%) of respondents chose diamond as their top gem, with even more in Wales (30%) choosing it as their favourite.

The research found the blue tanzanite gem was voted the second favourite gem (16%) across the whole of the UK but is the most popular among women in the South and South-West of England.

Emerald was found to be Britain’s third most popular gem (10%) followed by opal (8%) and sapphire (8%). Londoners were found to prefer emerald and amethyst as their second and third choice respectively.

Asked about their motivation for choosing their favourite gem, four in 10 women responded because ‘they love the colour’, a further 14% stated because it looks classic, with women in the Midlands and Wales placing slightly more importance on the classic attributes (18%).

Women in London placed equal importance on jewellery looking classic and making them look glamorous compared with other women across the country. Some 12% of women stated their favourite gem was chosen due to it being their birthstone with a further 8% because it has sentimental value.

The research suggests that when it comes to self-gifting, shoppers are much more generous with themselves than with a family member or spouse – spending 47% more. Half of respondents said they are prepared to spend up to £150 if they are buying jewellery for themselves, with a further quarter saying between £150-300, and more than a tenth saying £300-500.

However, when it came to spending on family or friends, more than two thirds (67%) are prepared to spend up to £150 on them, with just under a fifth saying they would spend £150-300 and only 6% prepared to spend £300-500.

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Lewis Catchpole

Lewis is a multimedia journalist and a alumnus of the University of Sheffield. He is a keen reader, follower of all sports and an avid supporter of Manchester United, for better or for worse. If you have any news or feature ideas please do not hesitate to contact.

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