De Beers’ Sales Slide in Fourth Round of Sales This Year
The company sold $380 million in rough diamonds, compared with $479 million in the same period last year.

The company reported Thursday that its latest round of sales totaled $380 million, down from $479 million in the fourth sales cycle of 2023.
De Beers’ sales also fell 15 percent in comparison with the third sales cycle of 2024, when they totaled $446 million.
Year-to-date, De Beers sales fell slightly more behind last year following the fourth sales cycle.
The company’s rough diamond sales are now 17 percent lower than they were at this time last year, totaling $1.63 billion compared with $1.97 billion a year ago.
The slowdown, which CEO Al Cook explained as seasonal in part, comes as De Beers faces myriad issues, including competition from lab-grown diamonds, the complications caused by Russia’s war in Ukraine and the subsequent sanctions on Russian diamond miner Alrosa, and an uncertain future when it comes to corporate ownership.
Earlier this month, De Beers’ parent company Anglo American confirmed reports that it is looking to offload the diamond miner and marketer as it turns its attention to “green” energy commodities, like copper.
In commenting on the results, Cook pointed to quieter trading in India because of the elections—the country’s general elections are taking place now through June 1—and said short-term macroeconomic issues are going to continue to hamper natural diamond demand in the United States.
However, he expects the engagement ring market to pick up in the coming years as relationships that started post-pandemic blossom into engagements.
De Beers announced this week that it is collaborating with Signet Jewelers on a marketing campaign that will roll out in Q3 targeting “zillennials,” those born on the cusp of the millennial generation (1981-1996) and Generation Z (1997-2012), with natural diamond messaging.
Cook said, “As expected, De Beers’ rough diamond sales in the fourth cycle of the year trended lower, in line with the seasonally slower second quarter and a quieter period of trading in India during the elections.
“The focus of the global diamond industry now turns towards the JCK jewelry show in Las Vegas at the end of May. Demand trends in the U.S. are expected to be driven by short-term macroeconomic issues but supported in coming years by a recovery in engagements as the after-effects of pandemic lockdowns fade.”
The Latest

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.

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

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

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.

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

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.

The Waldorf Astoria New York’s grand reopening this past summer means a homecoming for the industry group’s annual event.

Anglo plans to merge with Teck Resources Ltd. to form Anglo Teck. The deal changes nothing about its plans to offload De Beers.

The 9.51-carat fancy vivid blue diamond, which set two world auction records at Sotheby’s in 2014, is estimated to fetch up to $30 million.

The industry veteran joins the auction house as it looks to solidify its footprint in the jewelry market.

The nonprofit awarded four students pursuing a professional career in jewelry making and design with $2,250 each.

The Texas-based jeweler has also undergone a brand refresh, debuting a new website and logo.

The two organizations have finalized and signed the affiliation agreement announced in May.

The single-owner sale will headline Sotheby's inaugural jewelry auction at the Breuer building, its new global headquarters, this December.

From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.

Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.

The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.

Two lower courts have moved to block the import taxes, which will remain in place as the legal battle continues.

The Kansas City Chiefs quarterback shares Hublot’s dedication to pursuing greatness, the Swiss watchmaker said.