Consumers take a shine to diamond jewelry

Shifting relationship dynamics, changing perceptions of femininity and the fast adoption of e-commerce channels are paving the way for increased diamond jewelry consumption in China, according to an industry expert.

Expanded symbolism for diamond jewelry indicating a wider range of "moments" in life will give rise to more discretionary purchases especially among the country's Generation Z, or those born after 1995, said Mabel Wong McCormick, managing director of Diamond Producers Association in China.

"Diamonds are increasingly being bought to celebrate occasions such as landing a new job, securing a promotion or other personal achievements in a broader sense," McCormick told China Daily in a recent interview.