The American northern consumer and his relationship with Tahitian Pearl

Following the investigation carried out by the JCOC into the American northern market, the consumer or American northern final customer was analyzed as for his relationship with the Tahitian Pearl.
Today, it is noted that a great part of the final customers is not favorable to the purchase of a fine jewellery product (either +72% of the questioned people). Only 253 people proceeded to a purchase of Pearl jewellery. Is it with thus saying that the market of the northern jewellery American evolves slowly? Or is it on a tendency of exponential evolution?
First remarks on this market about the Tahitian pearl is that there is a small percentage of people (between -10% and 12%) who bought jewellery with Tahitian pearls especially because of a lack of knowledge of the product and consequently an impossibility of considering the aforementioned product for a possible purchase.

However, these customers in majority spent more USS 500 for earrings, necklace and rings, in a close by point of sale and specialized in fine jewellery which they are in proper name or pertaining to national chains.
The finality of this first analysis returns to a question: is there a purchase potentiality by the American northern public for Tahitian pearls jewellery ? It appears after the investigation that approximately 50% of the questioned people do not know yet if they wish to buy a Tahitian pearl Jewellery. They are not against, but are undecided for the moment.
The first answer to the question is thus there is a strong potentiality to develop the market of Tahitian Pearls on the American northern market, the more so as +40% of these same people prefer the Tahitian pearls to all other pearls including South Sea, Akoya and Chinese.
Indeed, these people prefer the tahitian pearl to its competitors mainly because of their natural and unusual beauty and their single nature of their kind.
They mainly direct their choice towards necklaces and earrings with rather traditional design in white gold and diamonds.
There is a difference between men and women since the first support the necklace and man jewellery in white gold, silver and titanium whereas the women prefer necklace , earrings and rings in white gold and yellow.
However whatever the target (the principal one being people with strong purchasing power), the lack of knowledge of the product and consequently its lack of consideration induce a need to inform the final consumer by any mean with communication on the product (publicity in relation to a retail outlet) and on where to buy the products in Tahitian pearl jewellery (Point of sale specialized in jewellery such as Zales, Kay Jewelers...) near to the place of the potentials customers: (between 10 and 20 miles).
A new evolution is also felt on this market, it is the purchase at a lower price : the accessible luxury. The fine jewellery market being widened in particular in North America towards a target with diminish purchasing power and the current tendencies, the product has a strong potentiality in its diversified presentation to the final customer: from the fine jewellery , traditional in its designs and materials to the fashion accessory, different and tendency.
This potentiality to increase the shares of the tahitian pearl Jewellery industry on the American northern market will be done only with an important work of targeted and structured promotion and marketing conduct by the GIE Perles of Tahiti and the partners distributors.