Gold, diamond demand trending up ahead of festivities
Market slowly reviving after sharp rise in marketing targeting Gen Y; pandemic fuelling sales as travel ceases
London
GLOBAL jewellers have rapidly adjusted marketing techniques to counter Covid-19, with the market slowly starting to see signs of revival.
There has been a sharp rise in online advertising to encourage buyers to experiment with purchases that they can see but not touch, feel and examine closely.
Ahead of the Chinese New Year and Valentine's Day gift-buying, jewellers around the world are feeling more confident.
Marketing is being concentrated on Gen Y - those aged 25 to 40 years old - who are moving into peak earnings and savings and investment, and likely to get married and start a family.
According to the latest available figures from data firm Statista, global jewellery demand totalled U…
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