Love that lasts: natural diamonds continue to win hearts, with 2.1% growth in speciality jeweller sales

 

Diamonds embody enduring love, making them the natural choice for marking a relationship. In 2025, the average price of natural diamond jewellery grew by 10%, reflecting demand for the rare, precious stones. Consumers continue to value diamonds for their unique qualities, natural origins and timeless versatility as a symbol of life’s most cherished moments and enduring legacy. Valentine’s Day is expected to be sparkly this year!

Released today, 12 February 2026, by the Natural Diamond Council (NDC) in partnership with Tenoris, the Natural Diamond Trends: A 2025 Overview report uncovers U.S. consumer preferences in natural diamond jewellery. It provides an overview of 2025 that reveals the styles, qualities and buying occasions that will shape the diamond jewellery industry in the coming years. To create this report, NDC used data collated by Tenoris from over four million jewellery transactions by 2,500 speciality jewellers across the US.

The ultimate Valentine’s Gift: natural diamonds

The report found that in 2025, Valentine’s Day and Mother’s Day accounted for 16% of annual sales of natural diamonds. In 2026, natural diamonds are set to bring just as much sparkle to special occasions.

Over the next two years, the love for natural diamonds is only expected to grow. The report takes insights from the De Beers commissioned US Natural Diamond Tracker Study 2025 conducted by Ipsos, which found that more than 40% of women and 50% of men anticipated to purchase or receive natural diamond jewellery in the next 24 months.

“Together, Gen Z and Millennials now represent the majority of diamond jewellery demand globally — and they are the most influential force shaping the future of the category. With the current emphasis on personal expression and bespoke details, consumers have more ways than ever to choose a piece that reflects a shared story. In a world of replication and simulation, emotion is what makes natural diamonds irreplaceable,” says Amber Pepper, CEO of the Natural Diamond Council.

Their versatility in both subtle everyday pieces or dramatic showstoppers means they work for every style. The Pinterest Predicts 2026 report supports the view that individuality will drive demand for unique jewellery designs and vintage-inspired pieces. It highlights nostalgia and self-expression as key themes.

In 2025, the average total carat weight for jewellery sold on Valentine’s Day was 0.59 carats, with round brilliants the favourite shape and non-bridal rings the top category. Engagement jewellery also plays a meaningful role: Valentine’s Day marks the close of the US engagement season, with 47% of couples getting engaged between November and February, according to The Knot.

Engagement ring trends

For those getting engaged around Valentine’s Day, it’s likely the natural diamond will be a round brilliant in shape. They made up 62% of diamond engagement unit sales in US, according to the report.

Through 2025, an array of celebrity engagements also showcased a range of personalised settings, as well as use of fancy shapes. The likes of Selena Gomez, Taylor Swift, Georgina Rodriguez and Zendaya all revealed sparking elongated shaped diamonds for their engagement rings. The classic, elongated marquise shape saw a 12% year-on-year growth, and with many celebrity endorsements through 2025, it is likely to remain in high esteem through 2026 and beyond.

“Natural diamonds have been around for billions of years and adored by people for millennia. Formed by time. carried by nature. chosen to mark life’s most profound moments. Not only are they here to stay, but the trend is for iconic natural diamonds that will capture attention, win hearts, and help us express ourselves with authenticity,” adds Amber Pepper.

Read about these natural diamond consumer trends and more in the NDC report release today, Natural Diamond Trends: A 2025 Overview.

Download the report here: naturaldiamonds.com

About the Natural Diamond Council  

The Natural Diamond Council (NDC) is a not-for-profit organisation committed to inspiring and educating consumers on the real, rare and responsible values of natural diamonds and the positive global impact of the industry. Our Only Natural Diamonds platform is the authoritative publisher on all things natural diamonds including myth-busting facts, celebrities and pop culture, epic diamonds and jewellery trends, engagements and weddings, and diamond buying guides. In addition, we provide marketing, promotional, and educational services to brands, designers and retailers, encouraging them to amplify the values and integrity of natural diamonds. 

NDC is a global organisation whose members’ operations span four continents and 10 countries including Canada, South Africa and Botswana. Their operations support the livelihood of 10 million people worldwide.  

NDC operates out of offices in New York, Shanghai, Mumbai and Antwerp, with satellite teams in the UK and France. 

Source: DCLA

FOREVERMARK DIAMOND JEWELLERY CELEBRATES THE GRAND OPENING OF DE BEERS GROUP’S LARGEST FLAGSHIP STORE IN MUMBAI

 

Mumbai, 8th January 2026: Forevermark Diamond Jewellery marked a defining milestone in its India journey with the grand opening of the world’s largest flagship store by De Beers Group in Mumbai. Located at Crest Link, Khar West, at the heart of Linking Road, the nearly 5,000 sq. ft. store reflects the brand’s long-term commitment to Indian consumers seeking meaningful, design-led luxury.

The marquee launch was celebrated with an exclusive evening that brought together Mumbai’s most influential tastemakers, jewellery connoisseurs, creative voices, socialites, celebrities, and leading creators. Hosted within the flagship itself, the event offered guests a first glimpse into the brand’s stunning universe, featuring a fashion showcase and immersive experiences that seamlessly blended craftsmanship with contemporary style.

The evening unfolded with enthralling performances including live music and a spectacular fashion showcase, complemented by interactive installations and AI integrations around the Mine to Finger journey, branded photo moments, innovative tarot readings and displays of the new collection, creating an atmosphere of modern luxury and timeless elegance. Guests explored the store’s full portfolio, from refined everyday diamond jewellery to statement and high jewellery pieces, all designed to celebrate life’s most meaningful moments.

Every Forevermark Diamond Jewellery piece is crafted from some of the world’s most beautiful, rare, and responsibly sourced diamonds, each bearing a unique inscription, a promise of authenticity, integrity, and exceptional quality. This philosophy comes to life with the launch of the all-new Forevermark Icon Collection, inspired by the North Star as a symbol of clarity, direction, and confidence. It features versatile everyday diamond jewellery styles, striking statement pieces, and iconic designs across rings, earrings, necklaces, and bracelets.

This collection launch is also accompanied by the brand’s new campaign titled ‘My Guiding Light’ that celebrates four iconic women who represent modern Indian excellence across diverse fields. Manu Bhaker, professional shooter and double Olympic medallist; Diana Penty, actor; Masaba Gupta, designer, actor, and entrepreneur; and Princess Gauravi Kumari of Jaipur, social entrepreneur, each embody individuality, strength, and purpose, sharing their personal stories and perspectives through mini digital videos on Instagram. Together, they reflect the belief that confidence and direction come from within, perfectly aligning with the spirit of the Icon Collection.

All four of them were also in attendance at the event, bringing glamour and gravitas to the evening and reinforcing the store’s position as a landmark destination in Mumbai’s luxury retail landscape. The evening was further elevated by the presence of Mumbai Indian Cricketers Amelia Kerr, Milly Illingworth and Sajeevan Sajana, whose stories of resilience, precision and perseverance echo the enduring strength of natural diamonds.

Commenting on the launch, Sandrine Conseiller, CEO, Brands & Diamond Desirability, De Beers Group, said: “India is central to the future of the natural diamond category. The opening of our largest Forevermark store in Mumbai reflects both the strength of consumer response we are seeing and our long-term confidence in the market. As luxury consumption in India becomes more considered and value-driven, Forevermark is well positioned to build relevance through trust, craftsmanship, and enduring desirability.”

Shweta Harit, Senior Vice President, De Beers Group and CEO, Forevermark, added: “Mumbai marks an important next chapter in Forevermark’s India story. Following the encouraging response to our New Delhi store, this flagship reflects the scale of opportunity ahead. As our largest store globally, it brings together our brand vision, retail ambition, and commitment to the Indian consumer. This opening is also a key step toward our longer-term plan of building a network of 100 Forevermark stores in India by 2030.”

The new Mumbai flagship blends Forevermark’s contemporary international design with local sensibilities. The spacious store offers an immersive experience, showcasing everyday diamond jewellery, statement and high jewellery pieces, and iconic designs in a setting that reflects the brand’s commitment to thoughtful, experience-led luxury.

About Forevermark Diamond Jewellery

Forevermark Diamond Jewellery is the signature diamond jewellery brand from De Beers Group, the world’s leading diamond company, a name synonymous with more than 135 years of expertise and heritage in the world of diamonds. Every Forevermark Diamond Jewellery creation celebrates life’s most meaningful moments, featuring natural diamonds that are beautiful, rare and responsibly sourced. Every Forevermark diamond bears a unique inscription, ensuring authenticity and making each piece deeply personal.

Formed over billions of years deep within the Earth, Forevermark diamonds are hand-selected for their exceptional quality, graded beyond the 4Cs in the pursuit of absolute beauty. Responsibly sourced and carefully cared for along their journey, they reflect the brand’s commitment to creating a positive impact on the people and places its diamonds come from. Expertly crafted by master designers, Forevermark Diamond Jewellery combines modern artistry with timeless elegance. Each piece elevates the brilliance of its diamond while embodying the brand’s enduring values of beauty, rarity, and responsibility.

Passenger Hid $280,000 Diamonds Inside Body

A passenger arriving on a flight into Mumbai was found to have $280,000 of diamonds concealed in their body.

Customs officials at the city’s Chhatrapati Shivaji Maharaj International Airport (pictured) were alerted through routine profiling, spot checks and the Advance Passenger Information System (APIS)which requires airlines to share details of all passengers on international flights.

The seized diamonds weighed a total of 894.6 carats and were valued at Rs 2.52 crore (USD 280,000), according to Mumbai Customs.

No further details of the diamonds, the passenger, or their port of departure were disclosed.

The diamonds were among a number of seizures made on 30 and 31 December at the same airport, including gold and cannabis.

Earlier in December, a passenger was caught with Rs 43.97 lakh (USD 53,000) of cut diamonds hidden in a suitcase as they prepared to board a flight to Bangkok.

People smuggling diamonds into India are generally trying to evade import duties on rough stoners, or bypass Kimberley Process certification requirements.

Source: DCLA