New data from a recent study by De Beers Group shows that US diamond demand is being reshaped by shifting consumer motives, with natural diamonds emerging as the top luxury gift choice among American shoppers.
Natural Diamonds Lead Luxury Gift Preferences
The study surveyed 18,500 women ages 18 to 74 and found that 11 % named natural diamond jewellery as their most desired luxury item, outpacing synthetic lab‑grown diamond jewellery at 8 %, coloured gemstones at 5 % and plain gold at 4 %.
Average spending on these pieces rose sharply between 2023 and 2025. The typical purchase price climbed from $3,242 to $4,063, while average total carat weight grew from 1.65 carats to 1.86 carats, indicating a move toward higher‑value items.
Beyond engagements and weddings, non‑bridal occasions now represent roughly three‑quarters of natural diamond demand, with consumers buying to celebrate promotions, new jobs, or personal milestones.
Related: Why Natural Diamonds Still Reign Supreme in Fine Jewelry
Self‑purchase remains a notable driver, reflecting a broader trend toward individual celebration.
For many buyers, the appeal lies in owning a piece that feels uniquely theirs, rather than simply fulfilling a traditional role.
In practice, this shift means that retail staff must be prepared to discuss design options that cater to personal stories, not just classic settings.
Gen Z Drives Shift in Purchasing Patterns
Generation Z emerged as the second‑largest cohort by purchase value, contributing 23 % of total demand while representing 18 % of the population. The average spend per transaction for this group hit $4,080, more than double the $2,250 average for Baby Boomers.
Related: Drop Earrings: A Timeless Accessory for Every Occasion
Gen Z shoppers logged an average of 1.83 diamond‑related occasions per year, slightly above the overall 1.7 average. While engagements still accounted for 45 % of their purchases, birthdays and gifts from relatives formed a larger share compared with older generations.
Research also highlighted that younger buyers rely heavily on social media platforms when researching potential acquisitions, showing the digital influence on modern buying habits.
“The study findings highlight that today’s consumers aspire to own natural diamonds just as much as the generations that came before them, and ahead of any other jewellery product. And they are spending more per piece than ever before. But how and why consumers buy diamonds is evolving. Traditional life milestones such as getting engaged are no longer the only value driver for the industry; consumers are increasingly marking a wide range of occasions with natural diamonds and are looking for distinct pieces that feel personal to them. As unique miracles of nature, the attributes of natural diamonds play directly into these shifting consumer trends. The opportunity for the diamond industry is to ensure that natural diamonds continue to capture the value of this strong underlying desire in an increasingly competitive setting by offering compelling designs across all sizes, colours and price points and for occasions that go well beyond traditional engagement or wedding jewellery.” – Diana Mitkov, lead researcher, Diamond Demand Insights & Analytics, De Beers Group.
