Blood Diamond No Biggie
Filed in archive Jewelry News by tammy on December 14, 2006
According to the Jewelry Consumer Opinion Council, consumers aren't freaking out about the whole diamond and blood issue when it comes to buying jewelry:
PASO ROBLES, Calif.--(BUSINESS WIRE)--As the jewelry industry braces itself on the heels of the release of Warner Brothers' Blood Diamond movie, the Jewelry Consumer Opinion Council (JCOC), a division of MVI Marketing Ltd., is on the cutting edge of testing the consumer reaction to the film. In an on-going JCOC study launched on Sunday, December 10, 2006, consumers provide the first response to the movie and its potential impact on the retail diamond industry.
Preliminary polling of more than 2,900 JCOC consumer panel members reveals 11 percent of movie-goers saw the Blood Diamond movie on its debut weekend. Of those respondents who saw it, 50 percent considered it very good, and 31 percent believe it is a possible Academy Award
winner. More than two-thirds of those who watched were impressed with Leonardo DiCaprio's performance. "The JCOC also set out to understand how this movie may impact future fine jewelry purchases," stated Elizabeth Chatelain, president of MVI Marketing Ltd. "Among those JCOC panelist who saw the Blood Diamond movie this past weekend, nearly 60 percent indicated it did not affect their opinion of the diamond industry and 64 percent understand that the diamond industry has safeguards in place to prevent the sale of conflict diamonds in the consumer market."
Two-thirds of the respondents believe this movie will not have an impact on their willingness to purchase diamond jewelry. Nearly three-quarters of those who saw the movie say their Holiday diamond jewelry purchasing plans will not be affected by seeing this film.
Images from Yahoo Movies
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