Post by De Beers Group

𝐈𝐧𝐭𝐫𝐨𝐝𝐮𝐜𝐢𝐧𝐠 𝐓𝐡𝐞 𝐃𝐢𝐚𝐦𝐨𝐧𝐝 𝐑𝐞𝐩𝐨𝐫𝐭   We’re excited to share our latest consumer research based on a study of 18,500 women across the US – the diamond industry’s largest source of consumer demand.   The biannual study looks at who is buying natural diamonds and why, as well as how consumer trends are evolving across generations.    Some of the findings may come as a surprise. Did you know that natural diamonds are the most desired luxury jewellery product? Or that Gen Z is now the second largest generation buying natural diamond jewellery? Or that the average price paid for a piece of natural diamond jewellery increased 25% in 2025?   From new purchase occasions to shifting perceptions of meaning, one thing is clear: today’s consumers aspire to own natural diamonds just as much as previous generations. But the reasons they buy and what they want their diamond to represent are evolving. Understanding and responding to these emerging trends through design, retail and marketing approaches will be key to supporting future demand growth.   Read the full report: https://lnkd.in/eDkECpUF