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

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

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.

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

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

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

“The Jewelry Book” comes out this September.

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

AGS also named the recipient of its “Women in Leadership” scholarship.

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.

The “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.

The event is set for May 16-19 in Detroit, Michigan.

The Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.

Agents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

The trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.

Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.

Lori Tucker started at Williams Jewelers when she was 18 years old.

The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.