Mikimoto conducted a jewelry awareness survey of 624 women in their 20s to 50s living in Tokyo, Aichi, and Osaka.

In regards to last-minute jewelry purchases ahead of the consumption tax hike, 9.5% of respondents were conscious of the tax and brought forward their plans to acquire jewelry (either by purchasing it or receiving it as a gift) before the tax hike. The average purchase amount was 133,985 yen. 71.2% of last-minute buyers were in their 20s and 30s, with the majority being younger people.

While 71.8% of respondents said they would not purchase jewelry for a while after the tax hike or thought opportunities to purchase would decrease, 24% said the tax hike would not affect their jewelry purchases. Reasons given included "because there are occasions and occasions when jewelry is needed, such as weddings and funerals" (33.3%) and "because I don't want to splurge on jewelry" (29.1%).

When asked about purchasing jewelry over the past two to three years, overall, 15.7% answered that they have "purchased more for myself" (17.8%) narrowly outweighed 19.2% of those in their 20s and 19.9% of those in their 30s, while 9.0% of those in their 20s and 16.0% of those in their 30s answered that they have "purchased less for myself" (19.2% of those in their 20s and 19.9% of those in their 30s).

When asked about changes in their attitudes when purchasing jewelry, 39.6% answered "nothing in particular," but there is an increasing tendency to choose jewelry that prioritizes quality over price or trends, with comments such as "I now want things that are timeless and can be used for a long time" (30.1%) and "I now choose better pieces even if they are a little more expensive than before" (26.3%).