Editor’s Note
This article is part of our Diamond Report Series, offering a concise overview of the key trends shaping the natural diamond market in 2025. It explores how consumer preferences are evolving, even amid broader economic headwinds.
In 2025, natural diamonds continued to captivate consumers despite economic challenges. This report examines key shifts in demand, from larger stones and long fancy cuts to evolving jewellery styles and buying behaviours.
Consumer demand for natural diamonds and jewellery proved remarkably resilient in 2025 despite the challenges facing the US jewellery sector from tariffs, inflation and the sharp rise in gold prices.
An enduring preference for natural diamonds as meaningful gifts or personal pieces of luxury anchored consumer demand in 2025. Consumers continued to show appreciation for the authenticity, deep Earth origins and timeless versatility of natural diamonds that can be passed down through generations as treasured heirlooms.
Cultural moments across the year also kept natural diamonds firmly in the spotlight. Major celebrity engagements – including that of pop icon Taylor Swift – and a series of record-breaking auction results all contributed to what was described as “one of the most extraordinary years in jewellery history”. Holiday jewellery sales by speciality jewellers were up more than 6% to end the year on a high.
This is our second report on natural diamond trends. It looks at the key patterns that shaped US natural diamond demand in 2025 and what consumers are choosing in terms of cut, colour, clarity and carat weight (the 4Cs). We also explore trends in jewellery acquisitions and design.
The data on natural diamond jewellery in this report was provided by Tenoris, who collated information from over four million jewellery transactions by 2,500 speciality jewellers across the US.
Growth in long fancy shapes and a continued shift to larger, higher quality diamonds.
+2.1% Growth in natural diamond jewellery sales by speciality jewellers.
10% Strong growth in average price of natural diamond jewellery.
+12% Growth in marquise jewellery, reflecting the shift towards long fancy shapes.
+9% Growth in jewellery with centre stones of 2.00–2.24 carats, on top of the 18% growth registered in 2024.
46% Combined sales in Nov/Dec (30%) and the celebration months of Valentine’s (7%) and Mother’s Day (9%).
SI to VS VS-clarity diamonds are continuing to rise in popularity.
Wedding sets, tennis bracelets and pendants
Strong growth in sales and average price.
Consumers are gravitating toward jewellery pieces that feel playful, expressive and distinctive. The Pinterest Predicts 2026 report also highlights nostalgia and self- expression as key themes, driving interest in vintage and Art Deco pieces. Brooches and vintage pins are emerging as a hot trend, as is men’s jewellery.
French Emperor Napoleon adored diamonds – he wore them, cherished them and gifted them. When he fled the Battle of Waterloo in 1815, the Prussian army seized his carriage carrying the diamond brooch he wore on his iconic bicorn hat (and 133 loose diamonds). The brooch was given to the Prussian king and stayed in his family for generations. It eventually resurfaced at Sotheby’s Geneva in November 2025, where it sold for $4.4 million – more than 20 times its estimate.
Despite its age, the brooch is strikingly in tune with today’s tastes: a 13 carat oval centre framed by old mine cuts, aligning with the demand for elongated shapes, antique craftsmanship and heirloom grade value. It also mirrors the current resurgence of brooches, the rise of men’s diamond jewellery, and consumers’ appetite for pieces with a compelling backstory and value that holds across generations.
Round brilliants remained the sparklers of choice for US consumers, featuring in 82% of natural diamond jewellery pieces.
Their continued popularity is not surprising as the circle – the shape of the sun and the moon – has been a constant in jewellery since the earliest human history. The round brilliant is also the most sparkly and vibrant of all the diamond cuts – reflecting up to 93% of the light that enters it. It means that when the diamond is tilted, you get a mesmerising display of red, blue, yellow or orange flashes. This diamond fire is caused by white light being dispersed into a rainbow of colours. Rounds’ versatility means they work well across many settings including solitaire, halo, pavé, bezel, tension and three stone.
