Self-Purchasing Women Prefer White Gold - Poll

RAPAPORT... White gold is the most popular metal for self-purchasingmillennial women, with yellow gold trailing in last place, according to a survey by MVI Marketing.MVI conducted the survey in July among 1,001 US women aged25 to 40 with an annual of income of $75,000 or higher. Some 35% of respondentssaid they would be most likely to buy white-gold jewelry if making a purchasefor themselves. Silver came in second at 17%, while 15% chose platinum. Women treating themselves to luxury jewelry were most likelyto buy white-gold diamond pieces, followed by white-gold jewelry with preciousstones such as emeralds, rubies, and sapphires; platinum with diamonds; andsilver with diamonds. Consumers even preferred white gold withoutgemstones or diamonds to yellow gold with diamonds. Tiffany & Co. was the jewelry brand from whichrespondents were most likely to purchase, or from which they already ownedproducts. The next most popular were Pandora, Swarovski, Alex and Ani, Gucci,Cartier, Tory Burch, and David Yurman. More than a third of those surveyed said they would "regularly"or "frequently" post on social media about a product or brand they liked. Facebookwas the primary social outlet for sharing, with 63% of respondents choosingthat platform over Instagram, which garnered 28% of the vote. When it comes to synthetic diamonds, 13% of respondents saidthey were "very likely" to purchase a lab-grown stone, 21% said they "probably"would, while 43% said "maybe" they would, but they didn't know enough aboutthem.Image: ShiningDiamonds