In a study conducted immediately after the release of Blood Diamond movie, 2 per cent of the respondents stated that they would not buy jewellery this holiday season after seeing the film, reports the Jewelry Consumer Opinion Council (JCOC), a research agency. The post-holiday study was conducted December 28, 2006 through January 3, 2007 and completed by 2,961 JCOC panelists.

One-quarter of all respondents purchased fine jewellery or watches as a gift this holiday season, down from 28.1 per cent from 2005, JCOC said. More than one-third of those who did not purchase fine jewellery or watches this holiday season claim it was because of financial reasons, it added. Of those respondents who did purchase, 45 per cent said they spent more on jewellery and 21 per cent spent more on watches than in previous years.

Nearly a quarter of all fine jewellery purchasers spent more than $500 this holiday season. Independent retailers and department stores were the most popular retail venues for fine jewellery holiday purchases.