Grading

A Diamond ETF is the Way to Reinvigorate Natural Diamond Sales

Brought to you by

A Diamond ETF is the Way to Reinvigorate Natural Diamond Sales

The jewelry industry faces challenges from lab-grown diamonds. A diamond ETF can restore natural diamonds' value and drive investor demand.

national-jeweler_top-image_2.png

Brought To You By Diamond Standard 


To turn around consumer demand for natural diamonds, ask your vendors to support a diamond ETF with excess inventory.

The fine jewelry community is facing a critical challenge.  The spread of cheap lab-grown diamonds is undermining the value and reputation of natural diamonds, confusing consumers who mistakenly assume that lab-grown diamonds are equivalent—just cheaper, and perhaps more ethical.  The truth is that lab-grown is not luxury.  They are infinite in quantity and lack economic substance.  Lab-grown diamonds mimic a precious natural resource and destroy its prestige—and will do the same to your business.   The deception threatens millions of jobs and the value of every natural diamond already owned by consumers.

To support jewelry retailers and consumers, mines and vendors must urgently collaborate to differentiate natural diamonds from lab-grown, to restore their value and regenerate demand.  Many propose to increase natural diamond advertising, without identifying a source of funding.  But category marketing could easily backfire in this new age of social media backlash.

article_page_1@2x.png


There is a clear path forward: a diamond exchange traded fund (ETF) will establish natural diamonds as an investment grade asset.  Only real facts, as opposed to manipulative marketing, can rebuild consumer confidence and support a long term interest in diamonds.  Just as gold and silver ETFs increased investor participation and supported the value of those metals, a diamond ETF will have a similar effect, benefiting retailers and the industry.

Diamond Standard has approval to file a diamond ETF, as reported in the WSJ.  Only one ingredient is needed—the initial assets to meet listing requirements.  To raise the assets, Diamond Standard is purchasing excess inventory from manufacturers, mines and dealers, paying with ETF shares that they can later sell when prices improve.

Driving Retail Revenue
A diamond ETF will provide retailers with a powerful unique selling proposition— natural diamonds are a suitable investment, whether in a listed fund or in jewelry.  Only natural diamonds have long-term value and are likely to appreciate.  Consistently rising prices will incentivize sales and benefit all.

Retailers: Take Action Today
Jewelry retailers play a vital role in making this happen.  I encourage you to contact your largest diamond vendors and urge them to support the ETF by investing excess inventory.  Their participation will stabilize the market by reducing inventory levels, and benefit retailers by reinvigorating natural diamond jewelry as a desirable luxury good, and inherently valuable asset.

Together, we can protect and strengthen the future of natural diamonds. Thousands of investors, family offices and funds own Diamond Standard commodities, which are approved for CFTC regulated futures and now an ETF.  See Wall Street Journal (2) (3), Financial Times, CNBC, Bloomberg (2) (3), Forbes and more.

To learn more about Diamond Standard, please visit https://diamondstandard.co

To learn more about (or sell to) the ETF, please visit https://diamondstandard.co/ETF

The Latest

GIA iD100® Technology
Supplier BulletinOct 30, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Seattle PD image of Menashe & Sons Jewelers following Aug. 14 smash-and-grab robbery
CrimeOct 30, 2025
29-Year-Old Man Charged in Multiple Seattle-Area Smash and Grabs

The suspect faces charges in the August robbery of Menashe & Sons Jewelers and is accused of committing smash and grabs at two pawn shops.

Alison Lou Lumière Fine Collection On-Model
Lab-GrownOct 30, 2025
Alison Lou’s New Collection Uses Lab-Grown Diamonds and Resin

The “Lumière Fine” collection was born from designer Alison Chemla’s interest in the transformative power of light.

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: Introducing GIA Jewelry Services

Supplier Spotlight Sponsored by GIA

Buddha Mama gold skull pave huggies
TrendsOct 30, 2025
Amanda’s Style File: A Haunted Halloween

Show off your spooky side with these 12 festive jewels.

Weekly QuizOct 30, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Is This Love That I’m Feeling event imagery
Events & AwardsOct 30, 2025
Jewelers Mutual to Host Jewelry Panel at Frazier History Museum

The “Brilliant & Beyond” panel coincides with the “Love & Marriage” exhibition curated by Davis Jewelers in Louisville, Kentucky.

Stock image of person holding shopping bags
Events & AwardsOct 29, 2025
October Brings Little Change to Consumer Confidence

Consumers are feeling more optimistic about their present situation while the short-term future remains a little scary.

DEBEERS_DAY4_DSC_1023-01_1872x1052.jpg
Brought to you by
DESERT DIAMONDS: The Newest Trend in Natural Diamond Jewelry

From sunlit whites to smoky whiskeys, introduce your clients to extraordinary diamonds in colors as unique as their love.

Couture show
Events & AwardsOct 29, 2025
Couture Partners With Time to Watches

The company, which organizes a watch show in Geneva every spring, will bring a selection of watch brands to the 2026 Couture show in Vegas.

The Modern Guide to Vintage Jewelry by Beth Bernstein
TrendsOct 29, 2025
Beth Bernstein Releases Vintage Jewelry Guide

“The Modern Guide to Vintage Jewellery” follows the evolution of jewelry design from the ‘30s to the ‘80s with buying and styling advice.

Collage of bug jewelry
EditorsOct 29, 2025
Why Creepy, Crawly Bugs Inspire Beautiful Jewelry

For her annual Halloween story, Senior Editor Lenore Fedow explores the symbolism behind spiders, beetles, and other eerie insects.

Gem Awards 2025 at Cipriani New York
Events & AwardsOct 28, 2025
Meet the 2026 Gem Award Nominees

Notable jewelry designers, members of the press, and retailers are up for an award at next year’s gala.

Graphic for Jewelers of America’s 2025 State of the Industry webinar
Recorded WebinarsOct 28, 2025
Watch: The State of the Jewelry Industry

Leaders from Jewelers of America and National Jeweler discuss the gold price, tariffs, and more in this one-hour webinar.

Eriness One of One Collection Rings and Necklace
CollectionsOct 28, 2025
Eriness Reflects on Life in ‘One of One’ Collection

After experiencing motherhood, growth, and loss, founder and designer Erin Sachse has created 10 irreplaceable jewels.

Napoleon’s diamond brooch and a pearl and diamond hair ornament
AuctionsOct 27, 2025
Napoleon Left This Brooch Behind, And Now It’s Up For Auction

It is part of Sotheby’s “Royal & Noble Jewels” sale along with an ornate hair ornament and an old mine-cut light pink diamond ring.

Marie Louise’s emerald necklace and earrings stolen in the heist at the Louvre Museum
CrimeOct 27, 2025
Arrests Made in Louvre Jewel Heist

One of the individuals was apprehended at the airport as he was trying to flee the country.

Holiday shoppers in Target
MajorsOct 27, 2025
Target to Cut 1,800 Corporate Jobs

The retailer, which has faced struggling sales in recent quarters, is looking to streamline its operations.

Hill Management Group
Events & AwardsOct 27, 2025
Hill Management Group Hired to Help Atlanta Jewelry Show

Hill Management Group will oversee, market, and produce next year’s spring show.

Bonhams New Bond Street London flagship
AuctionsOct 24, 2025
Bonhams Under New Ownership, Top Executives Replaced

London-based investment firm Pemberton Asset Management acquired the auction house for an undisclosed amount.

Two brooches stolen in the October 2025 heist at the Louvre Museum in Paris
CrimeOct 24, 2025
Video Emerges of Louvre Jewelry Robbers Fleeing the Scene

The footage shows two of the jewelry heist suspects descending from the second floor of the museum and then escaping via scooter.

Wyld Box Jewelry Ray of Light Large Drop Earrings
CollectionsOct 24, 2025
Piece of the Week: Wyld Box Jewelry’s ‘Ray of Light’ Earrings

Founder and designer Rosanna Fiedler looked to a vintage Cartier clutch when designing the sunlight-inspired drop earrings.

Tiffany & Co. Bird on a Rock pendant
FinancialsOct 23, 2025
Jewelry Sales Resilient Despite Struggles at LVMH, Kering

The luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.

Cullinan Diamond Mine plant
SourcingOct 23, 2025
Petra Diamonds Turns to Shareholders to Raise Capital

The struggling diamond mining company, which owns the historic Cullinan mine, has launched a rights issue to raise about $25 million.

Million Dollar Hip Hop Watches by Leon Schäfers, Jeanette Lang, Tobias Kargoll
WatchesOct 23, 2025
‘Million Dollar Hip Hop Watches’ Recounts Watch History

The book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.

Alexis Vourvoulis
AuctionsOct 23, 2025
Freeman’s | Hindman Names New VP, Senior Specialist for Jewelry & Watches

Alexis Vourvoulis, who most recently worked at Tiffany & Co., brings more than two decades of jewelry experience to her new role.

Taylor Swift engagement ring Greenwich St
TrendsOct 22, 2025
The Taylor Swift Effect: Antique Diamonds Edition

The superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.

Rahaminov Diamonds Emerald-Cut Diamond Bracelet
TrendsOct 22, 2025
Don’t Forget These Diamond Jewelry Trends When Stocking for the Holidays

Retailers should offer classic styles with a twist that are a perfect fit for layered looks, experts say.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy