Most Russians, about 92 percent, plan to gift jewelry worth up to 30 thousand rubles to their loved ones on New Year’s Eve. This finding comes from RIAMO, citing the press service of the analytical center tied to the jewelry brand SOKOLOV. The study also found that 59 percent of respondents would pick accessories with lab-grown stones because they are more affordable and indistinguishable from natural stones.
According to the same research, the appeal of laboratory-grown stones is boosted by a growing preference for conscious consumption and eco-friendly products. The report notes that the production and processing of raw materials are increasingly scrutinized, and there is a broad move away from natural fur. In the study, SOKOLOV emphasizes that grown diamonds are real and chemically identical to their natural counterparts.
When people choose jewelry, earrings top the list at 42 percent, followed by rings at 38 percent and bracelets at 28 percent. Necklaces, cufflinks, brooches, and keepsake pieces also appear frequently in gift profiles.
Elena Rakutina, a fashion expert with SOKOLOV, offered tips on recognizing diamond authenticity at home. Her guidance centers on a simple test: breathe on the stone. If condensation forms after several breaths, the stone is likely cubic zirconia or moissanite, not a real diamond.
These patterns reflect how holiday gifting traditions in Russia reflect broader shifts in consumer behavior, including a preference for versatile, enduring pieces and responsible choices that align with contemporary values.