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

UK Advertising Standards Ruling Targets Lab Diamond Marketing

 

Two online jewellery retailers have been ordered to amend their advertising after the United Kingdom’s Advertising Standards Authority (ASA) ruled that their use of the word “diamond” without clear qualification was misleading to consumers.

According to a report published by the Financial Times, the ASA found that online retailers Linjer and Novita Diamonds breached advertising standards by failing to adequately disclose that the products promoted in paid Google and Meta advertisements were laboratory grown rather than natural diamonds.

The advertisements, which ran in January, were challenged by the Natural Diamond Council and the London Diamond Bourse, both of which argued that consumers could reasonably interpret the term “diamond” to refer to natural diamonds unless otherwise specified.

The ASA ruled that future advertising must include clear and prominent qualifiers such as “synthetic”, “laboratory grown”, or “laboratory created” whenever describing non natural diamond products.

Amber Pepper, CEO of the Natural Diamond Council, described the decision as “a victory for consumers”, while London Diamond Bourse president David Troostwyk said the ruling delivered a strong message that misleading advertising practices would not be tolerated within the jewellery sector.

Linjer stated that it had not realised the advertisements breached the code and confirmed it would work with its marketing agency to ensure appropriate terminology is used in future campaigns. Novita Diamonds maintained that it did not consider its advertising misleading, although it has since amended its advertisements to place the word “lab” before “diamonds” for greater clarity.

Laboratory grown diamonds are manufactured using high pressure high temperature or chemical vapour deposition technology, replicating the crystal structure of natural diamonds through energy intensive industrial processes. Their significantly lower production costs have contributed to rapid market growth in recent years, particularly within the United States jewellery sector.

The Financial Times reported that laboratory grown diamonds now account for approximately 17 per cent of the US retail diamond jewellery market by volume, compared with only 3 per cent in 2020.

The ruling is likely to be viewed as an important development for the natural diamond industry, which has faced increasing price pressure and shifting consumer demand amid the rapid expansion of synthetic diamond sales. For many within the trade, the decision reinforces the importance of accurate terminology, transparency, and consumer confidence in diamond marketing and disclosure standards.

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

CIBJO U-Turn: Don’t Say Lab Grown, Say Synthetic

The World Jewellery Confederation (CIBJO) is set to reverse a decision made in 2010 – and insist that non-natural diamonds are labelled as “synthetic”.

It says the terms “laboratory-grown” and “laboratory-created” should be removed from the Diamond Blue Book – the de facto standard for diamond terminology, grading and trade practices – and from all relevant ISO Standards.

In addition, the 4Cs grading system should be used only for natural diamonds (as the GIA is now doing).

Udi Sheintal (pictured), president of CIBJO’s Diamond Commission, said the original acceptance of lab grown terminology had been well-intentioned, but proved to be misplaced.

“At the time, we believed we were acknowledging a commercial reality and extending a constructive hand to a new segment of the industry,” he said, in a special report ahead of the 2025 CIBJO Congress in Paris at the end of October.

“We hoped for a spirit of cooperation, with shared standards, ethics and transparency.”

But he said many in the synthetic diamond sector — along with some grading laboratories and major retail chains – took advantage of that inclusive approach.

“In addition, the marketing narrative around synthetic diamonds has been aggressively shaped to position them as the more ethical, sustainable, and conflict-free choice, almost always without substantiation.”

He also called for greater transparency, requiring that all descriptions and marketing of synthetic diamonds reflect the reality of their origin: they are not grown or created in a “laboratory,” but rather are manufactured in industrial facilities through artificial processes.

Source: IDEX

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

Lab Growns: France Rejects Call to Drop “Synthetic” Label

The French government is standing by its legal requirement that lab grown diamonds carry a “synthetic” label.

Its finance ministry rejected a renewed call, presented by member of parliament Olivia Gregoire (pictured) on behalf of the lab grown lobby.

Gregoire, minister delegate for small and medium-sized enterprises, trade, crafts, and tourism, sought a review of the mandatory label “synthetic diamond,” arguing that the term might unfairly stigmatize lab grown diamonds.

The ministry responded last week, saying it stands by a policy that has been in place since January 2002, designed to prevent consumer confusion and to ensure transparency in the diamond market.

The decision was welcomed by the natural diamond lobby as a victory. The lab grown sector expressed disappointment but acknowledged that the ruling provides regulatory clarity.

Under French law, lab grown diamonds can only be referred to as “diamant de synthese” or “synthetique” – “synthetic diamond” or “synthetic”.

The terms “diamant de laboratoire” and “diamant de culture” – “laboratory diamond” and “cultivated diamond” – are banned.

The rule on synthetics was also challenged, unsuccessfully, in October 2023. French retailers must designate as “synthetic” any stones that were entirely or partly man-made.

The term “laboratory diamond” can only be used for sales and advertising outside France.

Source: DCLA

HRD to Stop Grading Lab Growns

Belgium’s HRD lab says it will no longer grade lab grown diamonds.

It wants to create what it calls a “clear distinction between natural and synthetic diamonds”.

HRD, a subsidiary of the Antwerp World Diamond Centre (AWDC), says it is the first lab to stop lab grown certification, although it will still issue certificates for jewelry containing lab growns.

The move, announced yesterday (18 June) follows GIA’s decision earlier this month to grade lab growns only as “premium” or “standard”, without scores for color or clarity.

It further emphasizes the distinction between natural and lab grown diamonds.

“As of 2026, we will no longer issue quality certificates for loose synthetic diamonds intended for commercial use,” said Ellen Joncheere, CEO of HRD Antwerp.

“In limited cases, we will continue to analyze synthetic diamonds, but strictly for research purposes. Jewellery containing synthetic stones will still be eligible for certification.”

HRD started grading lab growns in 2013, albeit with fewer grades of color and clarity than natural diamonds. In 2019 it aligned lab growns with natural stones, a move that appeared to signal greater parity between the two sectors.

Karen Rentmeesters, CEO of parent company AWDC, said: “By becoming the first diamond lab in the world to take an explicit and exclusive stance in favour of natural diamonds, HRD Antwerp is sending a strong signal.

“A clear distinction between natural and synthetic diamonds is essential to strengthen consumer trust and help safeguard the future of natural diamonds.”

Source: IDEX

Positive Step to a $100m Natural Diamond Campaign

Key players have taken “a very important step in the right direction” to raising $100m for the long-term promotion of natural diamonds, according to Yoram Dvash, president of the World Federation of Diamond Bourses (WFDB).

He also said he was cautiously optimistic for the holiday season as prices had started to stabilize globally, inventories were reducing and De Beers and the World Diamond Council (WDC) had embarked on multimillion-dollar advertising campaigns.

Dvash (pictured) said trade bodies had reacted very positively o his call for a $100m marketing campaign after what he described as a “brainstorming session” at the Dubai Diamond Conference earlier this month.

The Antwerp World Diamond Council (AWDC) and India’s Gem & Jewellery Export Promotion Council (GJEPC), had agreed to start looking into funding campaigns by the Natural Diamond Council, he said, in collaboration with the WFDB, IDMA (International Diamond Manufacturers Association) and CIBJO (World Jewellery Confederation). More trade bodies are expected to follow suit.

Dvash said he’d called for the industry to unite behind a major and sustained marketing campaign over the next five years to create demand for natural diamonds some weeks ago, and had been pleased by their response.

“It seems that we have found the golden formula that would enable the industry to raise $100m for generic advertising of natural diamonds,” he said.

Earlier this month he said there hadn’t been a major generic marketing campaign for natural diamonds for almost 20 years, when De Beers halted its “A Diamond is Forever” promotion.

“An entire generation of consumers has come of age without having been exposed to promotional campaigns with positive messages about natural diamonds,” he said in a letter to all the WFDB’s 29 member bourses.

Source: DCLA

Have lab-grown diamonds changed the diamond industry forever?

Kodak never saw it coming either.

Since early 2022, the price of polished natural diamonds has fallen approximately 40% and the industry is being buffeted by negative economic headwinds, an excess of mine supply and too much stock in the cutting centres. However, there is one statistic that cannot be ignored: around 50% of Diamond Engagement Rings purchased in the United States now contain a Lab Grown Diamond (LGD). Is this just another cyclical downturn or are we in the middle of a major structural change?

Diamonds were once the preserve of royalty and the uber-wealthy, but the diamond market has evolved over the past 80 years into more of a mass market product with democratisation of the diamond consumer. Since the late 1970s most polished diamonds below 5 carats were priced against the 4 ‘C’s’ (carat, clarity, colour and cut), which led to standardised pricing in the form of polished diamond pricing lists. Up until the turn of the century these lists were primarily available in the wholesale market, but the arrival of internet pricing soon gave the consumer access to that same standardised pricing. In a world where everyone knows the price of everything, branding is the only differentiator. Without a differentiator, commoditised products end up selling for the lowest price.

It was why one of the questions that De Beers tried to answer when it changed its business model 25 years ago was: “How do you take a necessity (the diamond) priced like a commodity and market it as a luxury priced like a brand?”

Unfortunately, that question remains unanswered. The industry did create hundreds of so-called ‘brands’; origin, cut, settings, etc; the problem was that very few of them were real “brands”. If something does not sell at a premium, it’s not a brand, and most natural diamonds sell at a discount, yet the more that the industry was unable to achieve a premium, the more it becomes fixated with talking about the “product” when the luxury world has spent the last 25 years talking about “values”.

The challenge for most jewellers is not making a sale, it is making a reasonable margin. Ask a jeweller what they are selling and if they reply “VS1, G-H colour, loose polished, 1-caraters” then the most relevant word in their business will be “discounting”, because what they are selling is a commoditised version of “crystallised carbon.” There is no differentiator.

The LGD industry realised that to succeed it simply needed to persuade consumers that natural diamonds and LGDs were the same – “optically, physically and chemically”, but to also position them as “slightly cheaper”. They could then ride on the back of 80 years of De Beers diamond advertising differentiate themselves by claiming that LGDs were “conflict free”.

A larger “ethical” LGD for the same money as a natural diamond or pay less for the same size, created a money printing machine for everyone involved. And it’s no surprise that LGDs real success has been in the United States, because historically America has always been a “discount market”, and “larger for less” plays to that tune.

If all you want in a diamond is the sparkle, then they are in essence the same. Except there is a very real difference between the two, which is why some LGD executives insist on calling natural diamonds “earth mined” diamonds, because “natural” is exactly what differentiates them. The story of their age, rarity, origin; their social and economic contribution but above all, their “social purpose”. It was the failure of the natural diamond industry to tell that story which opened the door to LGDs.

When LGD production exploded, wholesale prices collapsed to around a 95% to 98% discount to their natural diamond equivalent. Prices vary according to quality, but anecdotal evidence suggests that today in the wholesale market, it is possible to buy a single polished LGD for $150 a carat, buy in volume and its possible to pay as low as $80 a carat.

Many retailers have also dropped their LGD prices, but by no means as far, and even pricing LGD at a 20-40% discount to their natural diamond equivalent can still leave a very significant margin. Pandora will sell you a 1-carat LGD ring for $1,950. Helzberg Jewellers (a Warren Buffet company) will sell you a similar LGD for $1,999. It’s very likely that some in the LGD industry are making a gross margin of 200%, some much more for a product that Signet Jewellers sensibly cautiones it customers “Their relative abundance may not ensure the value will hold over time”.

Whatever happens to future LGD retail prices, the category has got itself into the American consumer psyche and that won’t easily change, although there are also two sides to this story. I heard of a jeweller who was recently asked by a HNWI to make a replica of her 8-carat natural diamond ring so she could wear it travelling. The original ring cost $500,000 but he sourced an equivalent LGD for $5,000, and apparently she was absolutely thrilled with it. The question is, will she buy natural again? On the other hand, if in the future a consumer could buy (for example) a 2-carat LGD engagement ring for below $200, how pleased would their fiancé be to receive it – Walmart recently had a 2-carat LGD ring for sale for only $257. How romantic!

The US bridal market (size over quality) is dominated by larger, lower quality diamonds. Since similar sized LGDs are cheaper (or you get a much better quality LGD), either that market disappears, or demand only reappears aner prices have fallen sharply (already happened). It is also likely that LGDs will replace small, lower quality natural diamonds in fashion jewellery – as they may replace the smaller stones in high-end pieces of natural diamond jewellery. Diamond mining companies whose profitability rely on these categories of diamonds probably need to find a new value proposition, or their days may be numbered.

For those in the natural diamond industry who can adapt, there is huge potential. For those that don’t, as the saying goes, “Kodak never saw it coming either”.

Except Kodak did see it coming; they just didn’t know what to do about it. Kodak was killed off by digital photography which ironically, they invented, patented, but didn’t know how to exploit it, so they franchised the technology and made a fortune until their patents expired, and then went bust. Have LGDs done the same to natural diamonds? “No”, the opposite; their success is forcing a complacent industry to change. Have they changed the paradigm? “Completely”.

Source: DCLA

Natural-Diamond Trade Hits Back at Pandora

Leading trade organizations have lashed out at Pandora’s recent statements about lab-grown stones, claiming the retailer misrepresented natural diamonds and caused harm to the industry.

Pandora announced it would no longer sell mined diamonds and would instead stock synthetics, linking the decision to its environmental goals. The launch of a lab-grown line will help “transform the market for diamond jewelry with affordable, sustainably created products,” the Danish jeweler asserted last week.

Pandora’s proclamation wrongly positioned lab-grown as an “ethical choice versus natural diamonds,” five jewelry groups said in a joint statement Friday. The signatories were the Responsible Jewellery Council (RJC), the Natural Diamond Council (NDC), the World Jewellery Confederation (CIBJO), the World Diamond Council (WDC) and the International Diamond Manufacturers Association (IDMA).

The diamond industry employs tens of millions of people around the world, the organizations pointed out. The communities that benefit from the sector need its support “more than ever” given the hardship resulting from Covid-19, they added.

“The misleading narrative created by the Pandora announcement implying the natural-diamond industry is…less ethical and the impetus behind Pandora’s move to lab-grown diamonds, particularly given the inconsequential [quantity] of diamonds Pandora features in its collections, can have unintended but substantial consequences on communities in developing nations,” the groups said. “The industry organizations have called upon Pandora to support communities by correcting the record.”

Pandora used mined diamonds in about 50,000 of the 85 million pieces it created in 2020, it said.

Pandora was not immediately available for comment.

Source: DCLA

Natural-Diamond Trade Hits Back at Pandora

Leading trade organizations have lashed out at Pandora’s recent statements about lab-grown stones, claiming the retailer misrepresented natural diamonds and caused harm to the industry.

Pandora announced it would no longer sell mined diamonds and would instead stock synthetics, linking the decision to its environmental goals. The launch of a lab-grown line will help “transform the market for diamond jewelry with affordable, sustainably created products,” the Danish jeweler asserted last week.

Pandora’s proclamation wrongly positioned lab-grown as an “ethical choice versus natural diamonds,” five jewelry groups said in a joint statement Friday. The signatories were the Responsible Jewellery Council (RJC), the Natural Diamond Council (NDC), the World Jewellery Confederation (CIBJO), the World Diamond Council (WDC) and the International Diamond Manufacturers Association (IDMA).

The diamond industry employs tens of millions of people around the world, the organizations pointed out. The communities that benefit from the sector need its support “more than ever” given the hardship resulting from Covid-19, they added.

“The misleading narrative created by the Pandora announcement implying the natural-diamond industry is…less ethical and the impetus behind Pandora’s move to lab-grown diamonds, particularly given the inconsequential [quantity] of diamonds Pandora features in its collections, can have unintended but substantial consequences on communities in developing nations,” the groups said. “The industry organizations have called upon Pandora to support communities by correcting the record.”

Pandora used mined diamonds in about 50,000 of the 85 million pieces it created in 2020, it said.

Pandora was not immediately available for comment.

Source: DCLA

More Retailers Selling Lab-Grown Diamonds

 

About 38% of independent jewelers are now carrying lab-grown diamonds, according to a new survey by MVI Marketing for the International Grown Diamond Association and InStore magazine.

Consumer awareness of man-made gems is also rising: The company’s MVEye survey of more than 1,000 jewelry consumers found that 80% were aware of lab-grown diamonds. By contrast, in 2018, 58% had heard of the category. A decade ago, less than 10% had.

Some 8% said they owned jewelry with lab-grown diamonds, up from 6% in 2018.

Nearly one-third of jewelry consumers said they learned about lab-grown diamonds from retail jewelers, while another 21% found out about them through social media, specifically the Facebook, Instagram, and YouTube platforms.

The survey found that 22% of jewelry consumers were skeptical at first when they heard about lab-grown diamonds, but 44% wanted to know more, and 17% said their initial reaction was positive.

Over one-third (34%) said they were offered lab-grown diamonds while shopping for an engagement ring, up from 25% in 2018.

While the Federal Trade Commission has specifically warned companies not to use “general environmental benefit claims” like “eco-friendly” or “sustainable” to describe lab-grown (or any) products, the poll found that many consumers had heard that message and retained it, and often used those phrases to describe the category.

Most consumers, however, were simply motivated by the chance to save a little money and get a bigger piece for less, with 31% citing that is the main reason for their purchase.

“At the end of the day, the price-to-size equation is what gets them to open their wallets,” says MVI Marketing CEO Marty Hurwitz. The “eco” message is “the icing on the cake for younger consumers, but it’s not the primary value driver.”

The survey found the most recognized brands in the lab-grown space were e-tailer Brilliant Earth (35%); Diama by Swarovski (34%); Pure Grown Diamonds (27%); Diamond Foundry (24%); Lightbox (24%); Diamond Nexus, which primarily sells simulants but sells lab-growns through another division (22%); and Renaissance (21%).

Hurwitz notes that many retailers said there was a need for “greater unification of marketing presentation” for lab-grown diamonds, so there was a greater clarity about what terminology and sales techniques were allowed and most effective.

Overall, retailers reported mixed results for how their jewelry business was faring in 2020, with 39% saying business was up, 33% finding it down, and 19% reporting it was equal to pre–COVID-19.

As for where consumers wanted to shop this year, 48% said a jewelry chain, 42% said a high-end jeweler, 36% said a local independent, and 15% said online.

As for how they intended to shop during the COVID-19 pandemic, 36% said they wanted to only buy online, 28% said they were looking to visit a store, 17% said they preferred an in-store private appointment, and 11% said they wanted to visit the store and buy online later.

Source: DCLA

More Retailers Selling Lab-Grown Diamonds

 

About 38% of independent jewelers are now carrying lab-grown diamonds, according to a new survey by MVI Marketing for the International Grown Diamond Association and InStore magazine.

Consumer awareness of man-made gems is also rising: The company’s MVEye survey of more than 1,000 jewelry consumers found that 80% were aware of lab-grown diamonds. By contrast, in 2018, 58% had heard of the category. A decade ago, less than 10% had.

Some 8% said they owned jewelry with lab-grown diamonds, up from 6% in 2018.

Nearly one-third of jewelry consumers said they learned about lab-grown diamonds from retail jewelers, while another 21% found out about them through social media, specifically the Facebook, Instagram, and YouTube platforms.

The survey found that 22% of jewelry consumers were skeptical at first when they heard about lab-grown diamonds, but 44% wanted to know more, and 17% said their initial reaction was positive.

Over one-third (34%) said they were offered lab-grown diamonds while shopping for an engagement ring, up from 25% in 2018.

While the Federal Trade Commission has specifically warned companies not to use “general environmental benefit claims” like “eco-friendly” or “sustainable” to describe lab-grown (or any) products, the poll found that many consumers had heard that message and retained it, and often used those phrases to describe the category.

Most consumers, however, were simply motivated by the chance to save a little money and get a bigger piece for less, with 31% citing that is the main reason for their purchase.

“At the end of the day, the price-to-size equation is what gets them to open their wallets,” says MVI Marketing CEO Marty Hurwitz. The “eco” message is “the icing on the cake for younger consumers, but it’s not the primary value driver.”

The survey found the most recognized brands in the lab-grown space were e-tailer Brilliant Earth (35%); Diama by Swarovski (34%); Pure Grown Diamonds (27%); Diamond Foundry (24%); Lightbox (24%); Diamond Nexus, which primarily sells simulants but sells lab-growns through another division (22%); and Renaissance (21%).

Hurwitz notes that many retailers said there was a need for “greater unification of marketing presentation” for lab-grown diamonds, so there was a greater clarity about what terminology and sales techniques were allowed and most effective.

Overall, retailers reported mixed results for how their jewelry business was faring in 2020, with 39% saying business was up, 33% finding it down, and 19% reporting it was equal to pre–COVID-19.

As for where consumers wanted to shop this year, 48% said a jewelry chain, 42% said a high-end jeweler, 36% said a local independent, and 15% said online.

As for how they intended to shop during the COVID-19 pandemic, 36% said they wanted to only buy online, 28% said they were looking to visit a store, 17% said they preferred an in-store private appointment, and 11% said they wanted to visit the store and buy online later.

Source: DCLA

New Guidelines Clarify: ‘Diamond’ Means ‘Natural’

Leading groups in the diamond and jewelry sectors have collaborated to publish a universal standard to use when referring to natural diamonds and synthetics.

The Diamond Terminology Guideline is a reference on diamond vocabulary for all sector organizations, traders and retailers to use, nine industry bodies said in a joint statement Tuesday.
The document stipulates that the words “diamond” and “gemstone” imply natural origin. The industry should use “synthetic,” “laboratory-grown” or “laboratory-created,” and should avoid the terms “real,” “genuine” and “authentic,” when describing such man-made products.

“Protecting consumer confidence is of paramount importance to the long-term success of our industry,” World Jewellery Confederation (CIBJO) president Gaetano Cavalieri said. “The Diamond Terminology Guideline is an important tool in achieving this, by helping standardize the terminology used to clearly distinguish between diamonds and synthetic diamonds, in all communications, among ourselves and with our customers.”

The guidelines are based on the ISO Standard 18323 for jewelry and on CIBJO’s diamond Blue Book, which are internationally accepted benchmarks in the field.

The parties that created the document, in addition to CIBJO, are: the Antwerp World Diamond Centre (AWDC), the Diamond Producers Association (DPA), the Gem & Jewellery Export Promotion Council (GJEPC), the Israel Diamond Industry (IDI), the International Diamond Manufacturers Association (IDMA), the US Jewelry Council (USJC), the World Diamond Council (WDC) and the World Federation of Diamond Bourses (WFBD).
Source: diamonds.net


DCLA provides reports for natural origin Diamonds only.

New Guidelines Clarify: ‘Diamond’ Means ‘Natural’

Leading groups in the diamond and jewelry sectors have collaborated to publish a universal standard to use when referring to natural diamonds and synthetics.

The Diamond Terminology Guideline is a reference on diamond vocabulary for all sector organizations, traders and retailers to use, nine industry bodies said in a joint statement Tuesday.
The document stipulates that the words “diamond” and “gemstone” imply natural origin. The industry should use “synthetic,” “laboratory-grown” or “laboratory-created,” and should avoid the terms “real,” “genuine” and “authentic,” when describing such man-made products.

“Protecting consumer confidence is of paramount importance to the long-term success of our industry,” World Jewellery Confederation (CIBJO) president Gaetano Cavalieri said. “The Diamond Terminology Guideline is an important tool in achieving this, by helping standardize the terminology used to clearly distinguish between diamonds and synthetic diamonds, in all communications, among ourselves and with our customers.”

The guidelines are based on the ISO Standard 18323 for jewelry and on CIBJO’s diamond Blue Book, which are internationally accepted benchmarks in the field.

The parties that created the document, in addition to CIBJO, are: the Antwerp World Diamond Centre (AWDC), the Diamond Producers Association (DPA), the Gem & Jewellery Export Promotion Council (GJEPC), the Israel Diamond Industry (IDI), the International Diamond Manufacturers Association (IDMA), the US Jewelry Council (USJC), the World Diamond Council (WDC) and the World Federation of Diamond Bourses (WFBD).
Source: diamonds.net


DCLA provides reports for natural origin Diamonds only.