Around half of engagement ring buyers don't know the clarity of the diamond in the ring they buy, and around one-third couldn’t provide its color or cut grades, according to a new survey of engagement ring buyers conducted by The Wedding Report, JCK reports. “As much as the industry tries to make the Four Cs the standard, I don’t think most consumers really understand them,” said Shane McMurray, the site’s founder and CEO. “That seems to me an opportunity for the industry either to change the way it communicates or remove that verbiage. Because consumers just don’t know or care.”
The survey was conducted using 950 samples from a survey on engagement ring purchases; 21,100 samples from single-question polls on engagement rings; and 6,800 samples from The Wedding Report’s annual Wedding Cost Survey.