New research from De Beers highlights continued strong consumer demand for natural diamonds in the United States, with natural diamond jewellery remaining the most desired choice among luxury jewellery buyers.
The latest US Diamond Acquisition Study, based on insights from 18,500 women across the US, reveals that consumers continue to view natural diamonds as a symbol of value, celebration and personal achievement.
The study found that natural diamonds rank as the most desirable luxury jewellery gift, with 11% of women choosing natural diamond jewellery as their preferred option. This places natural diamonds ahead of lab-grown diamonds at 8%, other gemstones at 5%, and plain gold jewellery at 4%.
Average spending on diamond jewellery has also increased significantly. The average purchase price for natural diamond jewellery reached $4,063 in 2025, up from $3,242 in 2023, driven by consumers choosing larger diamond sizes, with the average total carat weight increasing from 1.65 carats to 1.86 carats.
One of the key findings is the growing influence of Generation Z, which has become the second largest generation of diamond buyers. Gen Z now represents 23% of natural diamond demand value despite making up only 18% of the population.
Younger consumers are also spending more on natural diamonds, with Gen Z buyers spending an average of $4,080 per purchase compared with $2,250 for Baby Boomers.
While engagements and weddings remain important drivers of diamond demand, the way consumers purchase diamonds is changing. Three quarters of US diamond demand now comes from non-bridal occasions, including birthdays, career milestones, promotions, personal achievements and self-purchase.
De Beers found that Gen Z buyers are particularly motivated by self-expression, viewing diamonds as a reflection of personal identity. They also rely heavily on social media when researching jewellery purchases.
Diana Mitkov from De Beers’ Diamond Demand Insights & Analytics team said the findings show that consumers continue to aspire to own natural diamonds, while the reasons behind purchases are evolving.
“Traditional milestones such as engagements are no longer the only occasions where consumers celebrate with diamonds. Today’s buyers are looking for meaningful pieces that reflect their own stories and achievements.”
The report also highlighted positive trends among independent US jewellers. Retail data from 950 stores showed natural diamond sales increased by 4% year-on-year in the fourth quarter of 2025 and 9% in the first quarter of 2026.
Coloured and lower-colour natural diamonds, promoted through De Beers’ “Desert Diamonds” campaign, performed particularly well, with sales growth of 15% and 19% respectively.
While lab-grown diamond jewellery continues to grow in volume, falling prices have reduced its overall value share. In 2025, natural diamonds represented approximately 85% of independent jewellers’ diamond sales value compared with 15% for lab-grown diamonds.
The study also found that sales of larger lab-grown diamonds decline once stones reach 3 carats or more, suggesting consumers may question the value and appeal of very large synthetic diamonds.
De Beers believes the future of natural diamonds will be supported by changing supply and demand dynamics. Declining global natural diamond production is expected to help create a healthier supply balance, while improving demand conditions in key markets are providing renewed confidence for the industry.
The findings reinforce the ongoing appeal of natural diamonds as rare, unique creations of nature, with consumers continuing to value their emotional significance, individuality and long-term meaning.
Source: DCLA
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