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
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
Weekly QuizApr 16, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
AuctionsApr 22, 2026
Roberta Flack’s Jewelry Is Going Up for AuctionJulien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.
CollectionsApr 22, 2026
British Museum Curator Pens Book on ‘The Tudor Heart’Rachel King’s book dives into the history of the pendant believed to have belonged to Henry VIII and his first wife, Katherine of Aragon.
Events & AwardsApr 22, 2026
Here’s What Sy Kessler Has on Tap for Las Vegas The company will have deals on precious metals testers as well as the latest in lab-grown diamond detection technology and security.
WatchesApr 21, 2026
Coco Chanel Enters the Game with New Watch CollectionGabrielle “Coco” Chanel is a character in the “Coco Game” collection of watches and the queen in its first haute horlogerie chessboard.
IndependentsApr 21, 2026
Meet Jewelers of America’s 2026 ‘20 Under 40’ ClassThe annual list honors rising professionals on the retail and supply sides of the jewelry industry.
CrimeApr 21, 2026
Customs Nabs 1,500 Pieces of Counterfeit Jewelry Bound for NYCSeized in Kentucky, the packages include fake Cartier, Tiffany & Co., Chanel, and Fendi jewelry.
CrimeApr 20, 2026
Queens Man Convicted in Bludgeoning Death of Pawn Shop OwnerRodolfo Lopez-Portillo faces 25 years to life in prison after being found guilty in the March 2022 beating death of Arasb Shoughi.
TrendsApr 20, 2026
Beth Bernstein, Sonia Esther Soltani Pen New Jewelry Book“Jewelry Creators: Dynamic Duos and Generational Gems” highlights the relationships among 22 influential designers, brands, and gem dealers.
Events & AwardsApr 20, 2026
Atlanta Jewelry Show’s Spring Event Is Hitting the RoadThe AJS Spring 2027 show will be held in Savannah, Georgia, with future shows taking place in other Southeast cities.
MajorsApr 20, 2026
Kendra Scott Names New CFO, Chief Business OfficerThe jewelry retailer plans to open 20 new stores this year and expand into new product categories.
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
MajorsApr 17, 2026
QVC Group Files for Chapter 11 BankruptcyThe retailer reported an 8 percent decline in annual sales as it struggles under the weight of billions of dollars of debt.
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
WatchesApr 16, 2026
Cartier Brings Back the RoadsterThe “watchmaker of shapes” debuted the reworked version of the vintage sports car-inspired timepiece at Watches & Wonders.
IndependentsApr 16, 2026
Edge Retail Academy Updates Leadership TeamAs demand for jewelry retail coaching grows, the company has established a dedicated business coaching leadership team.
MajorsApr 16, 2026
Stuller’s Latest Mountings Catalog Is Out NowThe “Mountings 2026-2027” catalog showcases Stuller’s largest and most diverse assortment to date with more than 400 new mounting styles.
PodcastsApr 15, 2026
Episode 4: The Natural Diamond DilemmaSally Morrison and Mark Klein discuss De Beers’ first beacon in 16 years and the mistake the industry made with lab-grown diamonds.
