These Are the Core Consumer Groups Buying Lab-Grown Diamonds
They include millennials of a certain age, women who buy jewelry for themselves, and “upgraders,” according to The MVEye.

Drawing on recent research, “The MVEye’s Core 3.5 LGD Consumer Segments” outlines the primary groups it says are driving the “explosive global growth” of the lab-grown diamond sector.
The groups identified through the research, as well as suggested communications strategies from the market research firm for each, are as follows.
Segment 1: “In the Know”
Who they are: This group is comprised of 25- to 38-year-old millennials who are already aware of lab-grown diamonds, whether it’s through friends or media. This group includes multiple ethnicities and non-traditional couples.
How retailers can reach them: The MVEye said retailers should focus on sustainability, social responsibility, and the technology behind the stones—offering them knowledge not only on the production process but also the ease of tracking them along the pipeline, co-founder Liz Chatelain said to National Jeweler.
They should also focus on what The MVEye calls the “price-to-value equation,” meaning they should point out to consumers that they can get more for their money with lab-grown diamonds.
After all, consumers are now willing to go over their initial budget to get a bigger and better diamond, Chatelain said.
Segment 2: “In the Dark”
Who they are: This group is comprised of 25- to 38-year-old millennials who haven’t heard of lab-grown diamonds but are easily convinced to learn more, the marketing firm said. This group also includes multiple ethnicities and non-traditional couples.
Chatelain said this is where retailers can have the greatest impact on customers’ buying decisions. She said it is their role to introduce these consumers to lab-grown diamonds, promote the product, and educate consumers about them.
She said retailers have told The MVEye that they introduce lab-grown as an option if the shopper wants a larger, good quality diamond that fits their budget. The conversion rate from an “assumed mine diamond shopper” to a lab-grown consumer can now be as high as 70 percent, she added.
How retailers can reach them: Focus on education and talking about the technology behind lab-grown diamonds as well as, again, the price-to-value equation.
Segment 3: “Upgraders”
Who they are: They are consumers ages 55 and older who are looking to upgrade their engagement rings. They may not already have a lot of knowledge about lab-grown diamonds, but they’re motivated to buy a larger diamond.
How retailers can reach them: This group has been marketed to the least, according to Chatelain.
But they do like to reward themselves, so communications should focus on budget, size, and how the stone is a deserved reward for the lives they have led.
“If retailers could bring that across to them [in ads], saying, ‘OK, it’s time to self-reward,’ that’s how they’re going to go get this group,” Chatelain said. “It’s a great opportunity, especially for independent retailers who really know their market.”
Segment 3.5: “SPF”
Who they are: “Self-purchasing females” of all ages.
Chatelain said they numbered SPF as 3.5 because there is crossover with the other segments.
How retailers can reach them: Chatelain said the consumer who buys for herself feels good about buying larger diamonds, a trend she believes will play out in items like stud earrings.
Based on The MVEye research, the most successful retailers are expanding into lab-grown diamond jewelry basics, like studs and solitaire pendants.
Other Key Research Findings
The MVEye said these consumers aren’t necessarily all about the digital shopping experience.
They’re interested in special experiences in-store, on social media, and on e-commerce sites, and will pay a premium for it.
For jewelry retailers, this means it’s important to track important client life events, like birthdays or anniversaries, so they can have targeted communications on these occasions and point out products clients might be interested in, making it clear they will cater to them.
“Now to the customer, it’s not about price; it’s about premium service,” she said.
And, interestingly, rather than buying products from stores, they buy from brands, The MVEye’s research found.
The idea of loyalty to a store has shifted to mean loyalty to brands within the store or because of the store’s location, Chatelain said, though she did also note their research shows shopper loyalty is greater for fine jewelers than others.
The Latest

The “Les Pétales” collection imagines roses caught mid-bloom as a tribute to nature’s beauty.

Luxury brands charge thousands for their shoes and handbags. Jewelers pricing diamond products should take note, Peter Smith writes.

Rotenberg was an active member of the American Gem Society and an accomplished appraiser who also worked with therapy dogs at a hospital.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

It follows New York-based brand Shahla Karimi Jewelry’s all-women team in “Say Yes to the Dress” meets “The Office”-style episodes.


In its inaugural year, the SMO Foundation will focus on supporting two organizations in West Africa and one in South America.

The announcement comes just as the 90-day freeze on the “reciprocal” tariffs nears its end, giving countries more time to negotiate.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Kellie, who joined the organization in 2019, will remain in his role through the end of 2025.

Police officers apprehended the suspects as they were allegedly attempting to gain entry into another jewelry store.

The program, a collaboration between Julius Klein Diamonds and the Women’s Jewelry Association, is in its second year.

Sponsored by the Gemological Institute of America

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.

The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

The new location continues the brand’s celebration of its 25th anniversary.

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.