1、Breaking Out Of Collectors Cabinets,Becoming Part Of Chinas Middle Class LifestyleA REPORT BY GEMFIELDSIN PARTNERSHIP WITH GUSTO COLLECTIVEJANUARY 2024 Part 1:Introduction Part 2:Report Highlights Part 3:The Deep Dive:Ruby Perceptions&Preferences Amongst Chinese Consumers Part 4:The Consumers:Who We

2、 Connect WithPart 5:Methodology Part 6:About Gemfields010405273233-Awareness,Desirability&Purchase Behaviour-Perception,Meanings&Purchase Occasions-Preferences When It Comes To Style&Design-Product Innovation“When I wear rubies,I feel empowered with positivity and passion.It feels like there is a fi

3、ery force pushing me forward.”Female,30 y.o.,XianPART 1:INTRODUCTION01CEO,GEMFIELDSSean GilbertsonM uch has happened since 2020-when we launched the industrys first ever report on Chinese consumers coloured gemstone preferences-the world shared in the painsof the pandemic and also the emergence from

4、 it,bringing about substantial change to consumer attitudes and behaviour.For the gemstone industry specifically,it meant a pause in production,disruption to supply and increased consumption,which introduced challenges as big as the opportunities.Within the broader context,the past decade has seen a

5、 robust upwards pricing trend for coloured gemstones,with increasing international demand culminating in a steep pricing adjustment that continues to rise.The rarity of rubies,more consistent supply and fervent global demand are the clear drivers of this trend.Mozambican rubies from the Montepuez ar

6、ea play a significant part in the global supply of this gemstone.Rubies were discovered here in just 2009,and the area became home to Montepuez Ruby Mining,of which Gemfields is the majority owner and operator.The mine has produced rubies for international sale since 2014,with consistently graded ro