SurveysOct 26, 2021
5 Takeaways from PGI’s Latest SurveySurveysOct 26, 2021
We’ve Reached the Sustainability ‘Tipping Point,’ De Beers Says
It has become, and will continue to be, an important factor in diamond purchases, according to the 2021 Diamond Insight Report.
An aerial shot of the Okavango Delta in northern Bostwana, which De Beers Group has pledged money to protect in a partnership with National Geographic. De Beers is betting big that having a brand perceived as beneficial to people and the planet will pay off with consumers in the coming years. (Photo credit: Kostadin Luchansky/National Geographic)
London—What’s most important to consumers when buying diamonds, according to De Beers’ newest report?
Price, design and, now, sustainability, a trend at least a decade in the making that’s now become an imperative for businesses, De Beers Group executives said Monday in an interview ahead of the release of the 2021 Diamond Insight Report.
As part of this year’s report, De Beers commissioned consulting firm GlobeScan to conduct a worldwide study on consumers and their attitudes toward sustainability, particularly as they pertain to natural diamonds.
What the study found is that consumers—particularly younger consumers—care about sustainability when buying a diamond and, what’s more, some of them are willing to pay a premium for it.
The issue of sustainability is quickly becoming “table stakes” for companies in the diamond business, said David Prager, De Beers executive vice president and chief brand officer.
“It won’t be a choice or an advantage to have a sustainable brand or product; it will be a must-have,” he said.
According to the study, nearly 60 percent of consumers will select a diamond from a brand that demonstrates that it operates in an environmentally and socially responsible way over one lacking sustainability assurances. Of those, 85 percent are open to paying an average premium of 15 percent.
The study also showed that the more important the occasion, the more likely consumers are to want a diamond that was produced responsibly.
Sixty-two percent of people buying natural diamonds for weddings, engagements and anniversaries rated sustainability factors as top priority in their purchasing decision.
That number dropped to 50 percent for diamonds women and men were buying for themselves, and 45 percent for diamonds purchased for other occasions, like Mother’s Day or Christmas.
Esther Oberbeck, De Beers’ senior vice president of strategy and analytics, has studied consumer behavior around diamonds for years.
She said with this most recent report, she was surprised at the geographical commonalities on sustainability it revealed, with consumers worldwide concerned about this issue.
The report also notes that sustainability concerns transcend age as well, though younger consumers— millennials in particular—are the current leaders in the movement, with Gen Z coming up behind as they gain more purchasing power.
The study found that 68 percent of millennials and 65 percent of Gen Zers have bought products because of their sustainability credentials, compared with 42 percent of baby boomers.
When it comes to jewelry specifically, 30 percent of millennials and 21 percent of Gen Zers have purchased jewelry with sustainability credentials, compared with only 8 percent of boomers.
Sustainability considerations are also higher among consumers with a higher education (67 percent) and from affluent backgrounds (70 percent), whom, it should be noted, are the ones with excess disposable income to spend on sustainable products.
Related stories will be right here …
Price, design and, now, sustainability, a trend at least a decade in the making that’s now become an imperative for businesses, De Beers Group executives said Monday in an interview ahead of the release of the 2021 Diamond Insight Report.
As part of this year’s report, De Beers commissioned consulting firm GlobeScan to conduct a worldwide study on consumers and their attitudes toward sustainability, particularly as they pertain to natural diamonds.
What the study found is that consumers—particularly younger consumers—care about sustainability when buying a diamond and, what’s more, some of them are willing to pay a premium for it.
The issue of sustainability is quickly becoming “table stakes” for companies in the diamond business, said David Prager, De Beers executive vice president and chief brand officer.
“It won’t be a choice or an advantage to have a sustainable brand or product; it will be a must-have,” he said.
According to the study, nearly 60 percent of consumers will select a diamond from a brand that demonstrates that it operates in an environmentally and socially responsible way over one lacking sustainability assurances. Of those, 85 percent are open to paying an average premium of 15 percent.
The study also showed that the more important the occasion, the more likely consumers are to want a diamond that was produced responsibly.
Sixty-two percent of people buying natural diamonds for weddings, engagements and anniversaries rated sustainability factors as top priority in their purchasing decision.
That number dropped to 50 percent for diamonds women and men were buying for themselves, and 45 percent for diamonds purchased for other occasions, like Mother’s Day or Christmas.
Esther Oberbeck, De Beers’ senior vice president of strategy and analytics, has studied consumer behavior around diamonds for years.
She said with this most recent report, she was surprised at the geographical commonalities on sustainability it revealed, with consumers worldwide concerned about this issue.
The report also notes that sustainability concerns transcend age as well, though younger consumers— millennials in particular—are the current leaders in the movement, with Gen Z coming up behind as they gain more purchasing power.
The study found that 68 percent of millennials and 65 percent of Gen Zers have bought products because of their sustainability credentials, compared with 42 percent of baby boomers.
When it comes to jewelry specifically, 30 percent of millennials and 21 percent of Gen Zers have purchased jewelry with sustainability credentials, compared with only 8 percent of boomers.
Sustainability considerations are also higher among consumers with a higher education (67 percent) and from affluent backgrounds (70 percent), whom, it should be noted, are the ones with excess disposable income to spend on sustainable products.
The behavior of jewelry consumers is in lockstep with the broader global interest in sustainability in all sectors—not just diamonds and other luxury goods, but food, beauty products, household products, cars, and more.
“There is no doubt in my mind that this is not a fad,” Oberbeck said. “This is not going away. This is a mega-trend that is here to stay. I think consumers are telling us this message loud and clear.”
In the Diamond Insight Report, De Beers cited GlobeScan figures that show growing interest in issues of corporate social responsibility.
In 1999, GlobeScan conducted a study in which it asked consumers if they had considered rewarding a socially responsible company with a purchase or word-of-mouth referral. Less than half, 46 percent, said they had done so.
When asked that same question in 2020, 69 percent of consumers said yes.
In a GlobeScan Radar study conducted in 2010, 67 percent of consumers said they were interested in learning more about how companies were trying to be more environmentally and socially responsible.
By 2020, that percentage had risen to 86 percent.
And in another Radar study in 2015, less than half of consumers said they felt it was a company’s responsibility to have a “vision to make the world a better place.” Fast-forward to 2020, and that percentage stands at 64 percent.
Sustainability is an issue De Beers has been tracking—and investing huge amounts of money in—for years, starting with the launch of Forevermark in Hong Kong in 2008 through the introduction of De Beers Code of Origin in Las Vegas this year.
Prager said consumer interest in sustainability has accelerated over the past 18 months due to a confluence of factors: COVID-19; the social justice movement that started in the United States and spread worldwide; more people witnessing the first-hand effects of climate change; and more younger consumers reaching financial maturity.
All of this has brought society to what De Beers CEO Bruce Cleaver characterized as a “tipping point” for diamond purchases.
In the news release accompanying the report, Cleaver said: “With sustainability being one of the key mega trends across all consumer sectors, this year’s Diamond Insight Report explores how sustainability factors are influencing consumer attitudes towards diamonds.
“As is clear from this research, a tipping point has been reached—sustainability is no longer a trend that’s coming over the horizon; it’s already one of the key considerations in diamond purchases.”
The De Beers Sustainability Study was released Tuesday as part of the 2021 Diamond Insight Report, titled “Sustainability: shaping the future of the diamond sector.”
The study is based on interviews with more than 8,400 people conducted in July.
GlobeScan connected with consumers in seven key markets for diamond consumption: the U.S., China, India, United Kingdom, France, Italy and South Africa.
Please check NationalJeweler.com in the near future for more analysis of the 50-plus page Diamond Insight Report, which can be viewed in its entirety on the De Beers website.
The study is based on interviews with more than 8,400 people conducted in July.
GlobeScan connected with consumers in seven key markets for diamond consumption: the U.S., China, India, United Kingdom, France, Italy and South Africa.
Please check NationalJeweler.com in the near future for more analysis of the 50-plus page Diamond Insight Report, which can be viewed in its entirety on the De Beers website.
More on Surveys
The Latest
AuctionsFeb 26, 2026
Noonans to Auction Lady Wardington’s JewelryThe jewelry collection belonged to “one of society's most glamorous and beautiful women of the mid-20th century,” said the auction house.
SourcingFeb 26, 2026
Anglo American CEO Gives Insight Into De Beers SaleThe update came as Anglo took its third write-down on the diamond miner and marketer, which lost more than $500 million in 2025.
ColumnistsFeb 26, 2026
Practical Ways Jewelers Can Leverage AI in 2026Emmanuel Raheb discusses the rise of “GEO” and the importance of having well-written, quality content on your website.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
CrimeFeb 26, 2026
Three Sentenced in California Jewelry HeistEach received around four years for burglarizing a jewelry store and a coffee shop in Simi Valley, California, last May.
Weekly QuizFeb 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsFeb 26, 2026
GIA Names 2026 Jewelry Design Contest Winner, Retires Annual AwardCatherine Aulick, a GIA graduate, received the ninth and final Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.
TrendsFeb 25, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
SourcingFeb 25, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
EditorsFeb 25, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
PodcastsFeb 25, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
WatchesFeb 25, 2026
Private Equity Firms Write Down Value of Breitling, Report SaysThe Swiss watchmaker is battling declining sales amid a rapid retail expansion, according to a Financial Times report.
CollectionsFeb 25, 2026
Rahaminov Diamonds’ New Campaign Honors Its MatriarchThe campaign celebrates Giustina Pavanello Rahaminov, the co-founder’s wife and matriarch of the family-owned brand, for her 88th birthday.
IndependentsFeb 25, 2026
Borsheims Names 2025 ‘Ike-It’ Award WinnerRachel Bennett, a senior jeweler who has been with Borsheims since 2004, earned the award.
Policies & IssuesFeb 24, 2026
IEEPA Tariffs Terminated, New 10% Tariff Already ImposedAfter the Supreme Court struck down the IEEPA tariffs, President Trump imposed a 10 percent tax on almost all imports via a different law.
IndependentsFeb 24, 2026
Sherry Smith Now Principal Partner at The Retail SmithsThe industry veteran, who was with The Edge Retail Academy for 14 years, joins her husband at the company he founded in 2022.
IndependentsFeb 24, 2026
Yafa Signed Jewels to Open Store in MiamiThe vintage signed jewelry retailer chose Miami due to growing client demand in the city and the greater Latin American region.
WatchesFeb 24, 2026
Chrono24 Names New VP, U.S. General ManagerFormer Flight Club executive Jin Lee will bring his experience from the sneaker world to the pre-owned watch marketplace.
SourcingFeb 23, 2026
Designer Eddie Sakamoto, a Humble Artist, Dies at 72Sakamoto, who died in mid-January following a sudden illness, is remembered for his humility and his masterful, architectural designs.
Events & AwardsFeb 23, 2026
NYCJAOS Announces Four-Day Spring ShowThe April event will feature a new VIP shopping day requiring a special ticket.
TrendsFeb 23, 2026
Dua Lipa Is Bulgari’s New AmbassadorBulgari chose the British-Albanian singer-songwriter for her powerful and enduring voice in contemporary culture, the jeweler said.
Policies & IssuesFeb 20, 2026
Supreme Court Rules Against Most of President Trump’s TariffsIn a 6-3 ruling, the court said the president exceeded his authority when imposing sweeping tariffs under IEEPA.
ColumnistsFeb 20, 2026
Peter Smith: Happiness, Cavemen, and Jewelry SalesSmith encourages salespeople to ask customers questions that elicit the release of oxytocin, the brain’s “feel-good” chemical.
MajorsFeb 20, 2026
Jewelers Vigilance Committee Names Julie Yoakum Board ChairJVC also announced the election of five new board members.
CollectionsFeb 20, 2026
Boucheron’s ‘Faisceaux’ Brooch Heads to V&A MuseumThe brooch, our Piece of the Week, shows the chromatic spectrum through a holographic coating on rock crystal.
IndependentsFeb 19, 2026
Bailey’s Fine Jewelry Co-Founder ‘Mama Ann’ Bailey Dies at 100Raised in an orphanage, Bailey was 18 when she met her husband, Clyde. They opened their North Carolina jewelry store in 1948.
IndependentsFeb 19, 2026
Material Good Opens Third Location Material Good is celebrating its 10th anniversary as it opens its new store in the Back Bay neighborhood of Boston.
