Editor’s Note
This survey highlights a notable shift in consumer priorities, suggesting that for many women in their 40s, the enduring value and quality of jewelry are becoming more important than transient trends or price alone.
The jewelry brand “Grace O’Malley” (operated by Crane Inc., Minato-ku, Tokyo) announced that based on the results of its proprietary survey targeting women in their 40s, “quality (43%)” was selected as the top reason for purchase.
This result suggests a shift in values from the traditional emphasis on “design” and “price” towards an essence-oriented mindset of “using good items for a long time.” Furthermore, in recent years, there has been an increasing demand for “diamond jewelry suitable for everyday wear” in stores. In response to this trend, Grace O’Malley has established new standards for “everyday diamonds.”
In the proprietary survey conducted by Crane Inc., the proportion of respondents who cited “prioritizing quality most importantly” as the deciding factor for purchase was the highest at 43%, surpassing design and price.
Demand for “high-quality diamonds suitable for everyday use” is also increasing in stores, indicating that the role of jewelry is expanding from a luxury item for special occasions to “an item for organizing daily life.”
Based on this survey result and market trends, Grace O’Malley has established new standards for “everyday diamonds” targeting women in their 40s. Specifically, the following points are emphasized:
• Adoption of the highest standard cut grades
• Offering sizes of 0.1 to 0.3 carats suitable for daily wear
• Structural design that minimizes snagging on clothing
• Arm balance that reduces burden even during prolonged wear
• Department store-quality aftercare system
• Refined minimal designs that blend into everyday life
These can be considered modern standards that satisfy the “beauty,” “sense of security,” and “long-term usability” sought by women in their 40s.
Media covering external consumer surveys and consumption trends also point out that the value of “wanting to use good items for a long time” is strengthening. Data on household consumption also shows a purchasing attitude conscious of durability and long-term use, with a growing trend of choosing jewelry as “purchases less prone to depreciation = high-security investments.”
Considering these external insights alongside the company’s own survey, it can be inferred that women in their 40s have entered an era of “choosing jewelry based on their own standards that they can cherish for a long time.”
Analysis of reasons for store visits and customer feedback suggests the following background for the growing interest in “diamonds suitable for everyday wear”:
• Hands are more visible due to PC/smartphone use.
• Hand impressions have become more emphasized due to mask-wearing lifestyles.
• “Hand coordination” culture has spread with the proliferation of SNS.
• Awareness of beautifying hands has improved with the penetration of nail and hand care.
Google Trends also shows an increasing search volume for related keywords, indicating that “investment in hands” is spreading among consumers. Against this backdrop, diamond rings are being accepted not as “treasured accessories for special days” but as “daily companions for organizing everyday life.”
Store interviews revealed the following reasons why women in their 40s emphasize quality:
“Even small, high-quality diamonds have presence, and their value is felt more the longer they are used.”
“The value of ‘wanting to use one truly good item for a long time’ is spreading.”
Industry reports also point out the growing demand for jewelry suitable for everyday use. This survey result aligns with the shift in values occurring not only for Grace O’Malley but across the entire market. The trend of “return to quality” spreading among women in their 40s is becoming a significant tailwind for the jewelry market.
In line with this shift in values, Grace O’Malley will advance the following initiatives aimed at creating an environment where women in their 40s can choose jewelry with greater satisfaction:
• Strengthening event information and new product announcements via official LINE and Instagram.
• Further price transparency (introduction of market prices, disclosure of quality standards).
• Launch of a new line for women in their 40s (strengthening everyday diamonds).
• Enhancement of after-service systems (strengthening cleaning and maintenance).
The company is committed to creating an environment where customers can choose jewelry with satisfaction and cherish it for a long time.
Survey Overview:
Survey Method: Proprietary survey of store visitors and Instagram followers.
Target: Women in their 40s.
Survey Period: November 21 to December 5, 2025.