Russian diamond producer Alrosa has reported its highest level of customer interest in eight years, with diamond viewings during May more than doubling compared with the same period last year.
According to the company, the strongest demand was concentrated in diamonds exceeding 10.80 carats and rare fancy colour diamonds. The increase reflects a growing appetite for high value and investment grade diamonds at a time when supplies of large natural stones remain constrained.
Alrosa noted that approximately 80% of its 2 to 10 carat diamond assortment has recorded price increases of between 6% and 9% since the beginning of the year. These categories are commonly sought by collectors, investors and high end jewellery manufacturers.
The company conducts a substantial portion of its sales through auctions and tenders, including electronic bidding platforms that allow clients to purchase stones without physically inspecting them. Traditional viewings continue to be held through the United Selling Organization, the central hub of Alrosa’s diamond distribution network.
Dmitry Beresnev, Deputy Chief Executive Officer of Alrosa and Director of the United Selling Organization, stated that demand for large and rare fancy colour diamonds is increasing in response to growing shortages within this segment of the market.
He added that the number of viewings conducted during May nearly doubled the annual average and exceeded pre-pandemic levels recorded in 2019, suggesting a gradual recovery in global diamond demand.
JCK Las Vegas Highlights Growing Demand for Lab Grown and Affordable Luxury Jewellery
At the recent JCK Las Vegas jewellery exhibition, jewellery manufacturer Stuller unveiled a range of new products reflecting changing consumer preferences across the jewellery sector.
Among the new introductions were fancy shaped laboratory grown diamonds, including elongated ovals, old mine elongated cushions and octagonal cuts, available in both brilliant and step cut faceting styles. The company has also expanded its natural diamond offering to include old mine elongated cushion shapes, a vintage inspired cut that continues to gain popularity.
Stuller also revealed new laboratory grown gemstone colours including magenta, periwinkle and mauve, broadening design options for contemporary jewellery collections.
In response to record gold prices and ongoing inflationary pressures, the company has significantly expanded its demi-fine jewellery range. The collection includes sterling silver, 18 carat gold plated, 14 carat gold filled and vermeil jewellery, providing consumers with more affordable luxury alternatives.
The growing demi-fine category has become increasingly attractive to consumers seeking everyday jewellery with premium styling at accessible price points.
Another notable launch was Stuller’s new gemstone selector set, designed to assist customers in visualising gemstone sizes, proportions and shapes before purchase. The set includes emerald, round, pear, oval, square and marquise shapes and aims to improve the jewellery selection process for both retailers and consumers.
Market Perspective
The developments reported by both Alrosa and Stuller highlight two significant trends currently shaping the diamond and jewellery industry. On one hand, demand for large, rare natural diamonds continues to strengthen amid tightening supply. On the other, rising precious metal prices and changing consumer spending habits are accelerating growth in laboratory grown diamonds and demi-fine jewellery categories.
Together, these trends illustrate an increasingly bifurcated market, where high value natural diamonds remain sought after by collectors and investors, while affordability and versatility continue to drive growth in alternative luxury segments.
