Americans more open to ethnic designs

MANY American consumers are today aware of and open to buying ethnic-inspired jewellery, according to a recent study conducted by the Jewelry Consumer Opinion Council (JCOC).

Of the study�s 2,930 respondents, 65 per cent said that they would buy quality ethnic jewellery if they knew more about the styles available and their histories. Forecasted for 2007 are designs that reflect multi-cultural diversity. There is a strong preference for Indian and Indonesian influences mixed with various East Asian themes. Flowers, ethnic textiles, geometric frieze motifs, and patterns such as paisley, and symbols recognized in certain cultures, including amulets and charms, are the preferred designs.

More than one-third of respondents said fashion is the main purchasing driver of ethnic-inspired jewellery. Nearly a third said they would buy jewellery from the place visited, while 14 percent said they display their own ethnic pride by wearing jewellery representative of their culture.

Sixty-nine percent of respondents said they would definitely check if the gems they buy are mined in an ethical way, and 63 percent were willing to pay more for an ethnic piece depending on its origin. A majority of the respondents said they have spent up to $200 on a piece of ethnic jewellery, with nearly a quarter spending $200 to $5,000. Local craftsmen are the most popular source for consumers buying ethnic jewellery, followed by jewellery chain stores, local independent jewellers and art fairs.