2021 Diamond Sales Exceed Pre-Pandemic Levels for De Beers, Alrosa
The diamond giants finished the year with sales totals topping both 2020 and 2019 levels.

In its 10th and final round of sales for the year, held from Dec. 6-21, De Beers reported rough diamond sales totaled $332 million.
That is down 22 percent when compared with the previous sales cycle ($438 million), 27 percent year-over-year ($452 million) and 22 percent from the same period in 2019, pre-pandemic ($426 million), when the market began to pick up following a difficult year.
CEO Bruce Cleaver predicted last month rough sales would slow down again in cycle 10, citing seasonal closures in South Africa.
But, he noted, De Beers is still closing out the year ahead of 2020 and 2019.
“Rough diamond demand and midstream sentiment continued to be positive in the final sales cycle of 2021, although as anticipated we saw some impact on sales ahead of the seasonal closure of polishing factories in southern Africa over the Christmas period,” Cleaver said.
“Nonetheless, despite the ongoing challenges of COVID-19, our rough diamond sales for the year are higher than what we saw in 2019 before the onset of the pandemic and much higher than our sales in 2020. Consumer demand for diamond jewelry is continuing to perform very well over the key holiday period, so we head toward the new year with positive trading conditions and industry sentiment.”
De Beers’ rough diamond sales totaled $4.82 billion in 2021, up 71 percent when compared with 2020 ($2.81 billion)—a year in which COVID-19 had a significant impact on the miner’s sales and operations—and up 16 percent when compared with 2019.
Alrosa, meanwhile, recorded its highest monthly sales total since July, moving $334 million in goods in November, including $310 million worth of rough diamonds and $24 million in polished.
That is down 14 percent from November 2020 ($390.5 million) but up 16 percent when compared with November 2019, pre-pandemic ($287.8 million).
Deputy CEO Evgeny Agureev said midstream inventories are at low levels due to limited availability of rough and continuously strong consumer demand, particularly for bridal jewelry.
“Market players see increased demand for wedding jewelry and expect this trend to continue unabated in 2022,” he noted.
Year-to-date, Alrosa’s diamond sales have totaled $3.92 billion, which means it has already topped sales totals for both 2020 ($2.28 billion) and 2019 ($2.97 billion) with one month of reported numbers left to be added.
The Latest
Sponsored by American Gem Trade Association

In its holiday report, PwC said the season will be more like jazz—improvisational and less predictable—than an easy-to-follow melody.

The jewelry giant will relocate its existing facility to a larger space in Anne Arundel.

With their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.

The designer, who is the creative force behind her namesake brand, has now started a new mini line focusing on chains for fathers and sons.


The 21-day program was designed to help jewelry retailers identify opportunities and eliminate inefficiencies with AI.

A set of four Patek Philippe “Star Caliber 2000” pocket watches is part of Sotheby’s upcoming auction in Abu Dhabi.

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

The Brazilian jeweler’s latest book marks her namesake brand’s 25th anniversary and tells the tale of her worldwide collaborations.

The Submariner Ref. 1680 with a Tiffany & Co. dial came from the original owner, who won it as a prize on the game show in the 1970s.

The new integration allows users to manage shipments directly from the Shopify dashboard.

At Converge 2025, Editor-in-Chief Michelle Graff attended sessions on DEI, tariffs, security, and more. Here are her top takeaways.

Six people were shot last week at an Oakland cash-for-gold shop as employees exchanged gunfire with individuals trying to rob the store.

The jeweler has expanded its high jewelry offering, which launched last year, with new pieces featuring its cube motif that debuted in 1999.

Associate Editor Natalie Francisco shares eight of her favorite jewelry looks from the 77th annual Primetime Emmy Awards, held Sunday night.

It’s predicting a rise in retail sales this holiday season despite economic uncertainty and elevated inflation.

It included the sale of the 11,685-carat “Imboo” emerald that was recently discovered at Kagem.

The newly elected directors will officially take office in February 2026 and will be introduced at the organization’s membership meeting.

Associate Editor Lauren McLemore headed out West for a visit to Potentate Mining’s operation hosted by gemstone wholesaler Parlé Gems.

Fordite is a man-made material created from the layers of dried enamel paint that dripped onto the floors of automotive factories.

Gilbertson has worked as a researcher, jeweler, lapidary artist, appraiser, and business owner throughout his decades in the industry.

A decision likely won’t come until January 2026 at the earliest, and the tariffs remain in effect until then.

Located in the revamped jewelry hall at the retailer’s New York City flagship, this opening is Tabayer’s first shop-in-shop.

The new, free app offers accessible educational content, like games and podcasts, for U.S. retailers.

As the gold price rises, the manufacturer is offering a 100 percent payout through Sept. 30 for gold clean scrap.

Jacob & Co. partnered with the German technology company on two pairs of headphones, one set with diamonds and the other with sapphires.

Guillermo del Toro’s 2025 “Frankenstein” will feature 27 jewels and objects from the storied brand, including pieces from its archives.