SourcingAug 26, 2021
De Beers Is Bringing Back Its ‘A Diamond Is Forever’ AdsSourcingSep 16, 2021
Diamond Jewelry Demand Continues to Fuel Rough Sales
De Beers noted how strong the Vegas shows were, while Alrosa grappled with supply issues in August.
Rough diamond sales remain above pre-pandemic levels for both De Beers Group and Alrosa, the miner’s most recent sales results showed. (©De Beers Group/Photo credit: Ben Perry @ Armoury Films)
New York—Consumer demand for diamond jewelry remains high and continues to fuel upstream sales of rough, the latest results from De Beers Group and Alrosa show.
De Beers Group expressed cautious optimism about the coming months, noting the potential risk the ongoing pandemic poses, while Alrosa said it faced supply issues in August, needing more rough than it had available to sell.
For De Beers, sightholder and auction sales for the seventh sales cycle of the year (Aug. 23-Sept. 7) totaled $515 million, essentially flat over the sixth sales cycle’s revised total of $514 million, and up 54 percent compared with a year ago ($334 million).
When compared with roughly the same period in 2019, pre-pandemic but a difficult year for the diamond industry, De Beers’ sales are up 78 percent, $515 million vs. $287 million.
De Beers Group CEO Bruce Cleaver said demand for rough diamonds remains solid due to continued strength in diamond jewelry sales in its two key markets, the United States and China.
“The midstream’s optimism for the remainder of the year was also evident at the recent JCK Las Vegas trade show, which was a success despite being held under challenging circumstances,” he said.
“As we now head towards a traditionally slower period for rough diamond sales, we remain cognizant of the risks to economic recovery from the global pandemic.”
Alrosa’s sales slowed in August as it grappled with supply issues.
Sales of rough and polished diamonds totaled $306 million in the month, $297 million in rough and $10 million in polished.
That is down from $334 million in July, but up 41 percent from $216.7 million in August 2020 and a 68 percent increase from $181.8 million in August 2019.
Alrosa’s rough and polished diamond sales through the first eight months of 2021 are nearing $3.0 billion, topping both 2020 ($1.24 billion) and 2019 ($2.16 billion).
“This year demand for rough diamonds remained strong despite the traditional summer slowdown at cutters and polishers,” said Alrosa Deputy CEO Evgeny Agureev.
However, the miner’s total sales in August were lower because it did not have enough rough available for sale, due in part to disruptions in mining operations caused by COVID-19.
The gap in production was partially offset by Alrosa taking the unusual step of buying diamonds at an auction held by Gokhran, the state-run gem repository, in July.
“Going forward, we expect our supply of rough diamonds to stabilize as production recovers, enabling us to benefit from favorable market conditions,” Agureev said. “At the same time, the robust demand from end consumers combined with the persistent shortage of rough diamonds will support positive price dynamics.”
Editors' Picks
Sponsored by
More on Sourcing
The Latest
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
MajorsOct 30, 2026
The RealReal Hires Former eBay Exec as New Chief Merchandising OfficerAlexis Hoopes expanded eBay’s “Authenticity Guarantee” program during her tenure.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
Weekly QuizOct 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
MajorsOct 29, 2026
Gesswein Hires Longtime Bench Jeweler, Educator Ann CahoonCahoon was appointed strategic account and educational program manager at Gesswein, which recently joined Continental Buying Group.
Brought to you by
Open an Account, Get $50 Off Your First Order. No Code Needed.Built on Relationships. Refined by Craft.
MajorsOct 29, 2026
Amanda Seyfried Stars In Tiffany & Co.’s Holiday CampaignTiffany & Co.’s latest ambassador makes her debut in its “Love Is a Gift” holiday campaign.
EditorsOct 28, 2026
These Wicked Jewels Will Cast a Spell on YouFor her annual Halloween story, Senior Editor Lenore Fedow highlights bewitching jewels fit for a witch that go from day to unholy night.
CrimeOct 28, 2026
Man In Florida Who Swallowed Tiffany & Co. Earrings ConvictedJaythan Gilder was found guilty of robbery and grand theft after stealing and then ingesting nearly $800,000 worth of Tiffany & Co. jewelry.
SurveysOct 28, 2026
Consumer Confidence Up in October as Gas Prices EaseConsumer confidence remains on the long-term downward trend that’s persisted over the past few years, said a Conference Board economist.
MajorsOct 28, 2026
Stuller’s Holiday Campaign Lets the ‘Magic of the Moment’ ShineThe holiday campaign includes key jewelry trends, a curated holiday gift guide, and resources to help jewelers prepare for holiday shoppers.
IndependentsOct 27, 2026
Solomon Brothers Acquires Mervis Diamond ImportersSolomon Brothers, which has three stores in the Metro Atlanta area, said it may continue to acquire other independent jewelers.
IndependentsOct 27, 2026
Gabriel & Co. Supports Charity Partner DKMS With Gala, New JewelsThe fine jewelry brand raised $2.3 million at its annual gala that supports the nonprofit’s fight against blood cancer and blood disorders.
Events & AwardsOct 27, 2026
JFC Announces 2027 ‘Facets’ HonoreesThe annual fundraising event is slated for June 6, 2027, at The Venetian Resort in Las Vegas.
CollectionsOct 26, 2026
Bliss Lau’s ‘Vantage’ Point Is the Hawaiian HorizonIn her “Vantage” collection, Lau explores heritage, identity, and inner strength through designs featuring blue-green Guatemalan jade.
MajorsOct 26, 2026
Tiffany & Co. Takes Consumers Behind the ScenesThe jeweler gave the public backstage tours of its flagship store and its design and innovation workshop as part of LVMH’s open house.
Events & AwardsOct 26, 2026
Support JFC’s ‘Monster Mash Challenge,’ If You DareVote for which jewelry professional should dress up as a monster to support Jewelers for Children’s annual Halloween fundraiser.
MajorsOct 23, 2026
PGI USA Set to Close at Year’s EndThe closure is part of a global restructuring that also includes PGI winding down its operations in Japan, South Korea, and Hong Kong.
TechnologyOct 23, 2026
JA Unveils New Website, LogoThe website offers enhanced member benefit access, industry directories, educational resources, a job board, and access to the MJSA Journal.
FinancialsOct 23, 2026
Kering’s Jewelry Sales Up Double Digits in Q3Boucheron and Pomellato had a strong third quarter, with Kering looking at jewelry as an increasingly important part of its portfolio.
CrimeOct 22, 2026
Jeweler Shot and Killed in His Suburban Cincinnati Store Tara Sinchuri was the owner of Everest Jewels in Fairfield, Ohio, and a father of three. He was found dead in his store on Tuesday.
MajorsOct 22, 2026
Neiman Marcus Has Gifts for the Jewelry Lover Who Has EverythingBespoke experiences from Buccellati and Verdura are on the retailer’s 2026 “Fantasy Gifts” list.
Events & AwardsOct 22, 2026
JIS Fall 2026 Reports Record-Breaking Attendance The number of participants at the fall show was up 12 percent.
CollectionsOct 22, 2026
Billie Eilish, Finneas Co-Design Collection for John HardyThe Academy and Grammy award-winning siblings have collaborated with John Hardy on a new jewelry line inspired by their personal style.
PodcastsOct 21, 2026
Episode 10: This Episode Is Haunted Diana Singer shared the stories of two “cursed” diamonds on this month’s podcast, which was inexplicably riddled with technical issues.
