De Beers Group's latest US consumer study reveals that Gen Z consumers and non-bridal occasions are reshaping natural diamond demand, with average purchase values rising and independent jewelers reporting strong sales growth. For overseas jewelry buyers, this signals shifting consumer preferences that could influence product development, marketing strategies, and inventory planning across the supply chain.
Gen Z emerges as key demand driver
Gen Z accounts for 23% of natural diamond demand value despite representing only 18% of the US population, according to De Beers' 2026 US Diamond Acquisition Study. This generation spends an average of $4,080 per purchase, nearly double the average expenditure of Baby Boomers. The study, based on responses from 18,500 women aged 18 to 74, found that natural diamonds remain the most desired luxury jewellery category, with 11% of respondents naming them as their preferred luxury gift, compared to 8% for lab-grown diamonds.
Non-bridal occasions dominate diamond purchases
Non-bridal occasions now account for approximately three-quarters of overall US natural diamond demand, the report found. Consumers are increasingly buying diamond jewellery to celebrate career achievements, birthdays, personal accomplishments, and for self-expression and gifting. This shift away from traditional bridal-focused demand suggests opportunities for suppliers to develop versatile, occasion-driven designs and marketing collateral that resonate with self-purchasing and gifting consumers.
Average spending rises with larger carat weights
Average spending on natural diamond jewellery has increased to $4,063 per piece, up from $3,242 in 2023, driven by larger average carat weights. This trend indicates that consumers are willing to invest more in fewer, higher-quality pieces. For OEM/ODM suppliers and manufacturers, this may signal demand for designs that showcase larger center stones and higher-quality craftsmanship, particularly in rings, earrings, and necklaces targeting the self-purchase and gifting segments.
Independent jewelers show strong natural diamond sales
Point-of-sale data from 950 independent US retailers showed year-on-year natural diamond sales growth of 4% in Q4 2025 and 9% in Q1 2026. Natural diamonds accounted for 85% of independent jewelers' diamond sales value in 2025, compared to 15% for lab-grown diamonds. This performance underscores continued consumer preference for natural diamonds in the independent retail channel, which may influence sourcing decisions for distributors and private-label brands serving this segment.
What buyers should watch
Gen Z consumers rely heavily on social media during the research and buying process, and they acquire diamonds for more occasions than any other demographic. Suppliers should consider developing social-media-friendly product stories, packaging, and digital assets that appeal to younger buyers. Additionally, the rise in non-bridal purchases suggests opportunities for expanding product lines beyond traditional engagement rings into birthday, milestone, and self-expression jewellery sets and bracelets.
Source: Read the original report | Published: June 12, 2026