De Beers’ Rough Sales Up 21% So Far This Year
One analyst cited rising diamond prices and the sanctions on Alrosa as contributing factors.

In its fourth sales cycle of the year (May 2-17), De Beers sold $604 million in rough to sightholders and auction customers.
That is a 57 percent increase from the fourth sales cycle of 2021 ($385 million) and is up 7 percent from $566 million in April, which is unusual as rough diamond sales typically decrease between April and May.
Year-to-date, De Beers’ rough diamond sales have totaled $2.48 billion, up 21 percent from $2.05 billion at this point last year.
In the news release on the results, De Beers CEO Bruce Cleaver attributed the early to mid-May sales increase to continued diamond jewelry demand in the United States.
De Beers declined further comment on its results but on LinkedIn, analyst Edahn Golan cited other contributing factors, including rising rough diamond prices and more companies turning to De Beers for goods due to the sanctions on Alrosa.
Looking ahead, Cleaver said traditional May holiday shutdowns in India will impact rough demand in the coming sales cycle.
He also noted diamond businesses are continuing to monitor COVID-related lockdowns in China—where retail sales fell 11 percent in April—as well as the war in Ukraine and associated sanctions.
The Latest

The collection marks the first time GemFair’s artisanal diamonds will be brought directly to consumers.

The new tool can assign the appropriate associate based on the client or appointment type and automate personalized text message follow-ups.

Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.

Launched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.

The retailer operates more than 450 boutiques across 45 states, according to its website.


The new members’ skills span communications, business development, advocacy, and industry leadership.

The jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.

Criminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.

The new features include interactive flashcards and scenario-based roleplay with AI tools.

Family-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.

The Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.

Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.

Ella Blum was appointed to the newly created role.

Sponsored by RapNet

Investment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.

It explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.

Retail veteran Sindhu Culas has stepped into the role.

Taylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.

Was 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.

Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.

Plus, JSA’s Scott Guginsky discusses the need for jewelers to take more precautions as the gold price continues to climb.

Morris’ most cherished role was being a mother and grandmother, her family said.

“Vimini” is the first chapter of the “Bulgari Eternal” collection that merges archival pieces with modern creations.

The third edition will be held in Half Moon Bay, California, in April.

The grant is in its first year and was created to recognize an exceptional fine jewelry designer whose star is on the rise.

Data built on trust, not tracking, will be key to success going forward, as the era of “borrowed attention” ends, Emmanuel Raheb writes.

Heath Yarges brings two decades of experience to the role.
























