Designer Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.
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.

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.

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

She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.

Omar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

The New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.


Lilian Raji explains why joining an affiliate network is essential for brands seeking placements in U.S. consumer publications.

The organization has awarded a total of $42,000 through its scholarship programs this year.

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

The winner of the inaugural David Yurman Gem Awards Grant will be announced live at the 2026 Gem Awards gala.

As summer winds down, celebrate the sunny disposition of the month’s birthstones: peridot and spinel.

Moshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.

Xavier Dibbrell brings more than a decade of experience to the role.

The addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.

The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.

The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.

The necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.

The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.

Jewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.

Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.

The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.

The luxury titan’s star brand Gucci continued to struggle amid a "tough" environment.

Its opening marks the completion of the retailer’s new 11,000-square-foot store in the Texas capital.

Respondents shared concerns about tariffs and commentary on the “Big Beautiful Bill.”

“Making a Killing in Diamonds” tells the story of Mimi Rosen, the disappearance of a scientist, and the murder of lab-grown diamond CEO.

Senior Editor Lenore Fedow learned a lot when she took a behind-the-scenes factory tour with the jewelry brand earlier this year.

The first-time exhibitors, set to debut at the New York City show, share a devotion to craftsmanship, storytelling, and material integrity.

The online auction house’s September sale will feature rough Brazilian emeralds of various qualities.