QVC finds that 80% of British women are happy to wear fake diamonds

The survey of over 1,000 Brits, conducted by shopping channel QVC using its Diamonique collection of simulated diamond jewellery, also found that 80% of British women said imitation gems were more desirable than real ones, predominantly because of the lower price point and convincing appearance.

The research also found that 72% of men can’t tell the difference between a real and imitation diamond either.

Nearly half of the men polled (46%) admitted they would be happy to buy their loved ones imitation jewellery knowing their partner appreciated the value and couldn’t tell the difference, with 36% admitting they would only be prepared to spend up to £100 on a single jewellery piece.

QVC jewellery buyer Emily Gilkes said: “Beautiful jewellery should be attainable for everyone. Diamonique simulated diamonds are expertly cut by hand in the same way that natural diamonds are to enhance the clarity, colour, cut and brilliance of every piece creating an incredible likeness to real diamonds.”

Yesterday the brand opened a Dimonique pop-up shop for the day in Hatton Garden. As well as showcasing its pieces, the store revealed simulated replicas of what Brits have voted the most iconic pieces of movie jewellery. With 30% of the vote, Titanic’s ‘Heart of the Ocean’ necklace worn by Kate Winslet claimed the top spot. The ruby and diamond necklace worn by Julia Roberts in Pretty Woman and the yellow diamond necklace featured in How to Lose a Guy in 10 Days also made the top five and were replicated in store.

A Julia Roberts lookalike appeared in the shop window wearing the replica of the Pretty Woman jewels.

You can watch a video of the Diamonique Challenge here.

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