Natural Diamonds Face a Defining Period of Change and Opportunity

 

The natural diamond industry is entering a crucial period of transformation, with market leaders highlighting the key forces that will shape demand, supply and consumer confidence over the next five years.

According to analysis from De Beers, rebuilding demand for natural diamonds will depend on several important industry priorities, including stronger marketing, clearer differentiation from lab grown diamonds and a more balanced supply environment.

Marketing Remains Critical for Natural Diamond Demand

De Beers believes effective marketing will play a central role in restoring consumer desire for natural diamonds. After a period of changing consumer behaviour and economic uncertainty, the industry must continue to communicate the unique emotional value, rarity and enduring legacy of natural diamonds.

Building a stronger connection with younger consumers will be essential to ensuring natural diamonds maintain their position as symbols of love, commitment and achievement.

Lab Grown Diamond Pricing Faces Growing Pressure

The rapid growth of synthetic lab grown diamonds has created a new competitive landscape for the diamond industry.

However, current retail margins on lab grown diamonds are expected to face increasing pressure as competition expands and production continues to rise. As prices decline, the industry believes consumers will increasingly focus on understanding the differences between natural diamonds and laboratory created alternatives.

Differentiation Becomes Key to Consumer Confidence

Clear education and transparency will be vital for the future of the diamond market.

Natural diamonds are formed over billions of years beneath the earth’s surface, while lab grown diamonds are created through technological processes in controlled environments. Ensuring consumers understand these differences will be important in maintaining confidence and value perception.

Independent grading and certification from recognised laboratories such as DCLA will continue to play an important role in providing consumers with trust and assurance when purchasing natural diamonds.

Declining Rough Diamond Supply Could Support Long Term Market Balance

Another major factor shaping the future of natural diamonds is declining global rough diamond production.

With several major mines reaching maturity and fewer large discoveries entering production, supply is expected to reduce over the medium to long term. A tighter supply environment could help support a healthier balance between availability and demand.

Russia Introduces New Rough Diamond Export Duty

Russia is set to introduce an 8% export duty on rough diamonds weighing 0.45 carats or more from September 1.

The new measure, announced through a government decree, adds another layer of complexity to the global rough diamond supply chain. Russia remains one of the world’s largest diamond producers, meaning changes to its export policies can influence international market dynamics.

AWDC Launches First Sale of Traceable Artisanal Diamonds from Congo

The Antwerp World Diamond Centre has completed its first sale of artisanally mined rough diamonds from the Democratic Republic of Congo through the OrigemA programme.

Established in 2022 as a partnership between Belgium and the DRC, OrigemA aims to connect small scale Congolese miners with international markets by providing fully traceable artisanal diamonds.

The programme is designed to improve market access for artisanal miners while ensuring they receive fair value for their production. The DRC accounts for a significant share of global artisanal diamond output, making responsible sourcing initiatives increasingly important for the future of the industry.

Petra Diamonds Faces Ongoing Industry Pressure

Petra Diamonds continues to experience the challenges affecting many mid tier diamond producers as the industry works through a prolonged period of market disruption.

Lower rough diamond prices, weaker luxury demand in key markets and increased competition from lab grown diamonds have created financial pressure across the sector.

The company’s restructuring challenges highlight the broader issues facing producers with concentrated operations and single commodity exposure. The coming years are expected to test the resilience of diamond miners as the industry adjusts to changing consumer demand and evolving market conditions.

The Future of Natural Diamonds

The next five years will be a defining period for the natural diamond industry.

Success will depend on strengthening consumer confidence, improving education, supporting responsible sourcing and reinforcing the unique value of natural diamonds.

While the market faces significant challenges, declining supply, stronger differentiation and renewed storytelling around natural diamonds could create the foundation for a more balanced and sustainable future.

Source: DCLA

US Consumers Continue to Prefer Natural Diamonds, De Beers Study Reveals

 

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

The Natural Diamond Council has strongly rejected recent claims by Pandora

 

The Natural Diamond Council has strongly rejected recent claims by Pandora that lab-grown diamonds carry a carbon footprint up to 90 per cent lower than natural diamonds, describing the campaign as misleading and damaging to the global natural diamond industry.

Pandora based its claims on a 2019 study conducted by the former Diamond Producers Association, now operating as the Natural Diamond Council. However, the NDC argues the data relied upon is outdated, with some figures tracing back more than a decade, and says the study only reflected a limited segment of the natural diamond sector rather than the industry as a whole.

In an open letter addressed to Pandora CEO Berta De Pablos-Barbier, the NDC criticised what it described as a “PR stunt” designed to unfairly discredit natural diamonds in favour of synthetic alternatives.

The organisation further stated that comparisons between natural and lab-grown diamonds are inherently flawed because they represent two fundamentally different categories. According to the NDC, natural diamonds are rare geological creations formed over billions of years, while lab-grown diamonds are manufactured products capable of being produced in virtually unlimited quantities.

The council warned that reducing the discussion solely to carbon comparisons risks misleading consumers and spreading misinformation about the broader social and economic contribution of the natural diamond industry, which supports millions of people globally through mining, manufacturing and trade.

The NDC also called on Pandora to engage more constructively with industry bodies focused on improving sustainability, environmental stewardship and social responsibility across both the natural and synthetic diamond sectors.

Source: DCLA

26.36 Carat White Diamond Expected to Exceed $1 Million at London Jewellery Auction

 

A rare 26.36 carat round brilliant-cut white diamond is set to headline a major jewellery auction in London, where it is expected to sell for more than $1 million, highlighting continued global demand for exceptional natural diamonds.

The impressive stone will appear in the upcoming Fine Jewellery sale at Elmwood’s, carrying a pre-sale estimate of £800,000 to £1,000,000 (approximately $1.07 million to $1.34 million). The diamond features VVS1 clarity and I colour, placing it firmly within the category of high-quality investment-grade stones sought by collectors and connoisseurs.

To emphasise the diamond’s exceptional brilliance, the stone is set in a simple platinum solitaire ring, allowing the size and quality of the diamond to remain the central focus.

Of particular importance to collectors is the stone’s “Triple Excellent” grading—the highest possible standard for cut, polish and symmetry. The diamond also shows no fluorescence, a characteristic that helps preserve the stone’s natural brilliance and fire under a wide range of lighting conditions.

According to Joe Kendrick, Head of Sale at Elmwood’s, diamonds of this calibre rarely appear on the U.K. market.

“Stones combining this level of size, VVS1 clarity and triple excellent cut are extraordinarily rare in the United Kingdom,” Kendrick noted. “A diamond of this magnitude may only appear once in a decade. This solitaire is a remarkable example of why large white diamonds remain among the most prized gemstones in the world.”

The last comparable stone offered at auction in the U.K. was a 26.27 carat white diamond sold by Sotheby’s in 2017 for £656,750. Known as the “Tenner Diamond,” the stone gained international attention after it emerged that the owner had originally purchased it for just £10 at a car boot sale.

The upcoming auction marks an important moment for Elmwood’s, a relatively young auction house founded in 2017 and based in Notting Hill, London. The firm has positioned itself as a challenger in the international jewellery auction market by introducing a 0% seller’s commission, a strategy designed to attract high-value consignments that might otherwise be directed to the larger auction centres of Geneva or New York.

Large natural diamonds of 25 carats and above rarely appear at auction outside these major global hubs, making this London offering particularly noteworthy for collectors and the broader international diamond market.

For the global trade and collectors alike, the sale reinforces the enduring appeal of large natural diamonds with exceptional cut quality, a segment where rarity and provenance continue to drive value in the high-end gemstone market.

Source: DCLA

What Is a Diamond? Natural vs Laboratory-Grown – Structure, Science and Pricing

 

A diamond is a solid form of the element carbon in which the atoms are arranged in a crystal structure known as diamond cubic. In this structure, each carbon atom is bonded to four others in a rigid tetrahedral arrangement (sp³ bonding), forming one of the strongest natural materials known.

In its pure form, diamond is:

• Colourless
• Odourless and tasteless
• Extremely hard
• A poor conductor of electricity
• Insoluble in water
• Chemically inert under most conditions

Although graphite is the stable form of carbon at room temperature and pressure, diamond is metastable and converts to graphite at an almost negligible rate over geological time.

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The Physical and Optical Properties of Diamond

Diamond possesses extraordinary properties:

• Highest hardness of any natural material (Mohs 10)
• Highest thermal conductivity of any natural substance
• Extremely high refractive index (~2.42)
• High optical dispersion, creating the “fire” in gemstones
• Very low thermal expansion
• Exceptional chemical resistance
• High electrical resistance

Because the crystal lattice is extremely rigid, only very small amounts of impurities can enter the structure. These trace elements or structural defects create colour:

• Nitrogen → Yellow
• Boron → Blue
• Crystal defects → Brown
• Radiation exposure → Green
• Plastic deformation → Pink, red, purple

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How Natural Diamonds Form

Most natural diamonds are between 1 and 3.5 billion years old.

They formed deep within the Earth’s mantle at depths of 150–250 km, and occasionally as deep as 800 km, under extreme pressure and temperature. Carbon-bearing fluids replaced minerals with crystallised carbon.

They were later transported rapidly to the surface via volcanic eruptions and deposited in igneous rocks known as:

• Kimberlite
• Lamproite

Historically, diamonds were first mined in ancient India along the Penner, Krishna and Godavari rivers, and have been known for at least 3,000 years.

The word diamond comes from the Ancient Greek “adámas”, meaning unbreakable or invincible.

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The Discovery That Diamond Is Carbon

In 1772, Antoine Lavoisier demonstrated that when a diamond burns in oxygen, it produces carbon dioxide.

Later, in 1797, Smithson Tennant proved that diamond and graphite release the same gas when burned, confirming that both are forms (allotropes) of pure carbon.

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Laboratory-Grown Diamonds

Synthetic diamonds are created using two main methods:

1. HPHT (High Pressure High Temperature)

Replicates natural mantle conditions using pressures above 5 GPa and temperatures above 1,300°C.

2. CVD (Chemical Vapour Deposition)

Carbon-rich gases are broken down in a plasma chamber, allowing carbon atoms to deposit layer by layer onto a diamond seed crystal.

Chemically, physically and optically, laboratory-grown diamonds are the same as natural diamonds. Both are pure carbon in the diamond cubic structure.

They are distinguished using advanced gemmological techniques such as:

• Spectroscopy
• Growth pattern analysis
• Inclusion study
• Thermal conductivity testing

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Hardness, Toughness and Durability

Diamond is the hardest known natural material, but it is not indestructible.

• It has excellent resistance to scratching.
• It has cleavage planes, meaning it can split if struck in certain directions.
• Toughness (resistance to breakage) is good for a ceramic but lower than many metals.

Its durability makes it ideal for engagement rings and daily wear jewellery.

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Natural vs Laboratory-Grown Diamonds: Pricing Comparison (2026 Market Overview)

Although structurally identical, pricing between natural and lab-grown diamonds differs dramatically due to rarity and supply dynamics.

Natural Diamonds

• Finite geological supply
• Mining costs, exploration, labour and environmental compliance
• Graded and traded based on rarity
• Price stability linked to long-term scarcity

In today’s market, a high-quality 1.00 carat natural diamond (G colour, VS clarity) typically trades wholesale in the range of USD $4,500–$7,000, depending on cut quality and certification.

Premium stones (D–F colour, IF–VVS clarity) command significantly higher prices.

Laboratory-Grown Diamonds

• Mass-producible in controlled environments
• Increasing global production capacity
• Rapid technological efficiency gains
• No geological rarity

The same 1.00 carat equivalent (G colour, VS clarity) laboratory-grown diamond now trades between USD $300–$600.

Retail prices decline as production scales.

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Why the Price Gap Exists

The key difference is not chemistry — it is rarity and supply economics.

Natural diamonds:

• Formed over billions of years
• Limited global deposits
• High capital-intensive extraction

Laboratory diamonds:

• Manufactured within weeks
• Scalable production
• Compete with industrial cost structures

As production increases, laboratory diamond pricing behaves more like a manufactured product than a rare natural asset.

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Investment and Resale Considerations

Natural diamonds retain secondary market value more effectively due to:

• Limited supply
• Established global trading networks
• Long-term historical demand

Laboratory-grown diamonds currently have minimal resale value in secondary markets due to continuous price decline and expanding supply.

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A diamond, whether natural or laboratory-grown, is one of nature’s most extraordinary materials — a crystal of pure carbon arranged in a tetrahedral lattice that produces unmatched hardness, brilliance and thermal conductivity.

However, while they are chemically identical, their market dynamics are fundamentally different.

Natural diamonds derive value from geological rarity and billions of years of formation.

Laboratory-grown diamonds derive value from technology, efficiency and accessibility.

Understanding this distinction is essential for anyone buying, selling or investing in diamonds today.

Source: DCLA

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

US Jeweler “Sold Lab Growns as Natural Diamonds”

A jeweler has been arrested in New Jersey, USA, over allegations that he misrepresented lab grown diamonds as natural.

Justin T. Wentzel, 43, owner of Ice Storm Jewelry, over-valued three items of diamond jewelry by as much as $23,800, according to local police.

A victim made a complaint in June and Wentzel was arrested on 7 August after he was asked to attend police headquarters.

“Mr. Wentzel was charged with theft by deception, criminal simulation, and falsifying or tampering with a record,” said Mount Olive Township Police Department, in a statement.

“Through the course of the investigation, it was determined that Mr. Wentzel sold lab grown diamonds as genuine diamonds and over valued the worth and price of the jewelry by as much as $23,800.”

Wetzel was released pending a court hearing.

Source: DCLA

Will US Tariffs Threaten the World’s Largest Diamond Cutting Hub?

In Surat, India’s famed “Diamond City”, where 14 out of every 15 natural diamonds are cut and polished, a deepening crisis is unfolding.

For Kalpesh Patel, a 35-year-old owner of a small diamond cutting and polishing unit, this year’s Diwali could mark more than just a festival of lights — it may signal the lights going out on his eight-year-old business. Patel employs 40 workers transforming rough stones into polished gems destined primarily for the United States. But with the recent announcement by US President Donald Trump of a 50% tariff on imports from India — taking the total duty on cut and polished diamonds to 52.1% — the industry’s already fragile state may tip into collapse.

The US is India’s largest export market for diamonds, accounting for over one-third of total shipments. In the 2024–25 financial year, India exported $4.8 billion worth of cut and polished diamonds to the US, out of a total $13.2 billion worldwide. For many small and medium-sized manufacturers in Surat, Ahmedabad, and Rajkot — employing more than two million people — this trade lifeline is now under severe threat.

An Industry Already Under Pressure

The tariffs arrive on top of multiple recent challenges. The COVID-19 pandemic slowed global luxury demand, the Russia-Ukraine conflict restricted access to rough diamonds, and the G7 ban on Russian stones further strained supply chains. Salaries for many diamond workers in Gujarat have already been halved in recent years, with some forced into poverty-level incomes. Tragically, industry unions report dozens of suicides linked to the ongoing downturn.

Lab-grown diamonds have added to the pressure, offering consumers a lower-priced alternative — often just 10% of the cost of natural diamonds — and proving difficult to distinguish without professional laboratory testing, such as that provided by DCLA. This shift in consumer preference is eating into the market for natural stones, further squeezing margins for cutters and polishers.

Declining Trade Figures

According to the Gem and Jewellery Export Promotion Council (GJEPC), India imported $10.8 billion worth of rough diamonds in 2024–25, a 24% drop from the previous year. Exports of cut and polished natural diamonds fell nearly 17% year-on-year.

Industry leaders warn that if the new US tariffs remain in place, as many as 200,000 workers could lose their jobs in Gujarat alone.

Ripple Effects Beyond India

The impact will not be confined to India. US jewellers — around 70,000 businesses — will also feel the pressure as higher prices could dampen consumer demand. This could disrupt supply chains, delay deliveries, and push customers towards alternative products.

Finding a Way Forward

Some in the industry see an opportunity to strengthen domestic demand and diversify exports towards Latin America, the Middle East, and other emerging markets. India’s domestic gems and jewellery market is projected to grow from $85 billion to $130 billion within two years, offering a potential buffer.

For now, though, the threat is real and urgent. Without relief on tariffs, support for natural diamond certification, and a coordinated strategy to protect jobs, the world’s biggest cutting and polishing centre risks losing its global dominance — and with it, a key part of the natural diamond supply chain.

As Patel puts it, “Without help, the business will lose its shine forever.”

Source: DCLA

South Africa Joins Luanda Accord to Promote Natural Diamonds

South Africa is to sign up to the milestone Luanda Accord, which is funding a global campaign to promote natural diamonds.

It joined the governments of Angola, Botswana, Namibia, Sierra Leone and the Democratic Republic of the Congo, in June in pledging to contribute 1 per cent of the value of their rough sales annually.

But the move was only approved South Africa’s cabinet last week. Minister in the Presidency Khumbudzo Ntshavheni and confirmed the decision on 7 August, committing 1 per cent of the annual revenues generated from rough diamond sales to a global marketing fund led by the Natural Diamond Council (NDC).

South Africa, the world’s sixth biggest diamond producing nation by value, saw sales down by 21 per cent last year amid the global slowdown.

The country’s mining minister mining minister Gwede Mantashe was listed as a signatory to the Luanda Accord in an official communique after the agreement.

But a conflicting Reuters report said South Africa did not actually sign at the time and has only done so now.

The Luanda Accord is seen as a potential turning point for the sector, aiming to rebuild consumer trust and interest in natural diamonds over lab growns, by emphasizing their origin, authenticity, and community impact.

It will highlight the positive economic and social contributions of the natural diamond industry to producing nations and their communities.

Governments of the African diamond producing nations have been joined by the Antwerp World Diamond Centre (AWDC), African Diamond Producers Association, India’s Gem and Jewellery Export Promotion Council (GJEPC) and the Dubai Multi Commodities Centre (DMCC).

Source: DCLA