China's army of online shoppers stop at buying one thing – diamonds. That appears to be ...

The potential can be seen in the growth of online diamond sales in the US Online marriage-related sales made up 17 per cent of total sales Chow Tai Fook Jewellery Group, which started online sales in 2011, is among diamond sellers in China that have been strategically working to build up consumer confidence in online buying.

Retailers offer customers in their stores to see a larger selection of diamonds in online displays The customers are simultaneously seeing actual diamonds in the store, building their trust in the wider choices they are seeing online "With the growth in omni-channel [marketing] and more sophisticated online technology, [Chinese] consumers have been gaining confidence to buy online," said Petrie.

For Chow Tai Fook, online sales in China have grown more important because five months of anti-government protests on top of the US-China trade war have weighed heavily on sales De Beers has done its first study of diamond buying by same-sex couples segment, finding they favour unique designs, branded products and online shopping. . Source