ColumnistsApr 30, 2026
Peter Smith: A Sleazy Salesman and the Case for Regret Avoidance Smith uses a comment he overheard in the grocery store to remind retailers that their job is to inspire buying behavior, not just sell.
SurveysSep 27, 2015
6 insights on the diamond market
De Beers’ latest Diamond Insight Report shows that chain and department stores are taking diamond jewelry sales from independent retailers in the U.S. market.
London--De Beers recently released its Diamond Insight Report, a report it prepares annually the covers the entire diamond jewelry pipeline from mine to market.
While the report, which is available in its entirety as a PDF here, covers diamond sales and production worldwide, what follows here are six insights about diamond jewelry and the U.S. market specifically.
1) While 2014 was a solid year for diamond jewelry, 2015 has been more challenging.
Global diamond jewelry sales grew 3 percent in 2014, exceeding $80 billion for the first time. In local currency terms, there was growth in each of the top five diamond markets (the U.S., China, India, Japan and the Gulf Region), which account for 75 percent of global demand.
However, because of the strengthening of the U.S. dollar and the slowdown in China, De Beers expects sales to be flat in 2015 when compared with 2014.
2) The U.S. market led the way for diamond sales in 2014.
A few years ago, luxury companies were betting high on China but the economy there has slowed and the U.S. is again the market where the luxury companies, including jewelry retailers, are doing the best.
The U.S. posted the strongest year-over-year growth in diamond jewelry consumption last year, even though it is the world's most mature market. Demand here was up 7 percent, with China (6 percent) and India (3 percent) trailing.
3) U.S. demand for polished diamonds returned to pre-recession levels last year.
The U.S.’s share of demand for polished diamonds reached 42 percent in 2014, a level not seen since 2008, before the global financial crisis hit.
The report also noted that since 2009, the compound annual growth rate for diamond consumption stands at 5 percent for diamond jewelry and 6 percent for polished diamonds.
4) More consumers are asking about specific brands.
The proportion of U.S. retailers who see consumers asking for diamond jewelry brands increased from 15 percent in 2012, to 33 percent in 2013, to nearly half (47 percent) in 2014, according to De Beers (which, it should be noted, has a diamond jewelry brand, Forevermark).
5) Independents are losing diamond jewelry sales to chain stores of all sizes.
In 2015, De Beers began a study of some 42,000 unique diamond retail locations in the U.S. What it found is that chain stores now sell more diamond jewelry than independent retailers, despite
Editors' Picks
Sponsored by
the fact that overall the chains have closed even more doors than the independents over the past eight years.
In 2007, independents made 56 percent of diamond jewelry sales in the U.S., followed by chains (small, medium and large) at 27 percent, department stores at 8 percent, discounters/membership club retailers at 6 percent and “other” at 4 percent.
Today, independents’ market share for diamond jewelry sales has shrunk to 35 percent, with chains, now at 42 percent, and department stores, now at 11 percent, taking the most away from the independents. The market share for the discounters has crept up only 1 percent, to 7 percent, while other has remained steady at 4 percent.
(The 2007 sales figures do not include online sales made in these channels, while the 2015 figures do.)
6) There is a power in having a multi-channel presence, not being just brick-and-mortar or online.
In the U.S., between only 7 and 13 percent of diamond jewelry sales are made online, and two-thirds of those come through pure-play online retailers--many of which, like Blue Nile, now have a physical presence--or the websites of large chain stores.
Independents don’t sell a lot of diamond jewelry online but use it for marketing and communications, driving foot traffic into stores.
More on Surveys
The Latest
MajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
AuctionsApr 30, 2026
Vintage Cartier Watch Crashes Through Records, Selling for $2MBelieved to be one of three made in 1987, the Cartier London Crash was hot at the “Shapes of Cartier” sale at Sotheby’s Hong Kong.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeApr 30, 2026
Masked Group Uses Hammers, Pepper Spray in Texas Jewelry Store RobberyOfficials are looking for a group that robbed Marc Robinson Jewelers at an outlet mall in Round Rock, Texas, in broad daylight on April 21.
Weekly QuizApr 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinApr 30, 2026
OROAREZZO 2026: The B2B Event for Italian Excellence in Goldsmith, Jewelry and Silver ManufacturingSponsored by OROAREZZO International Jewelry Exhibition
MajorsApr 29, 2026
The Thought Process Behind the Mother's Day Email Opt-OutSome retailers are taking a nuanced approach to marketing what can be a difficult holiday for many.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
IndependentsApr 29, 2026
Dick Abbott to Retire From The EdgeThe Edge has announced its new CEO, as well as a new partnership with an investment firm focused on founder-led software businesses.
SourcingApr 29, 2026
De Beers’ Production Rises, Market Remains ‘Challenged’De Beers’ diamond production was up 17 percent in Q1, boosted by increased output at its mines in South Africa and Canada.
AuctionsApr 29, 2026
This'll Be the Day You Own John Wayne's RingA signet ring belonging to the Western film star of Hollywood’s Golden Age will be up for auction at Elmwood’s next month.
Policies & IssuesApr 28, 2026
Tariff Refunds: How to File, What to Expect Importers can submit claims now to receive money back for the IEEPA tariffs they’ve paid, with refunds expected to take up to 90 days.
IndependentsApr 28, 2026
This North Carolina Jeweler Is Passing the TorchThe owners of Gregory Jewelers in Morganton, North Carolina, are heading into retirement.
SourcingApr 28, 2026
Doug Hucker Retires From ICAThe colored gemstone industry leader is heading into retirement after four years as the association’s CEO.
SourcingApr 28, 2026
NDC Hires Tapestry Exec to Head Global Marketing Susie Dewey joins the Natural Diamond Council as its new chief marketing officer.
AuctionsApr 27, 2026
12 Years Later, the ‘Ocean Dream’ Diamond Resurfaces at Christie’sThe largest known fancy vivid blue-green diamond could fetch more than $12 million at its second auction appearance.
ColumnistsApr 27, 2026
Stop Treating Mother’s Day Like an AfterthoughtEmmanuel Raheb says jewelers need to start marketing early and make it easy for customers to pick a gift for mom.
IndependentsApr 27, 2026
Longnecker Jewelry Celebrates 30 YearsIn honor of the milestone, the Nebraska jeweler has debuted Leslie & Co., its new in-house jewelry brand.
MajorsApr 27, 2026
JBT Re-Elects Jeff Corey as Board ChairThe trade organization, which held its annual elections earlier this year, also added five new board members.
TechnologyApr 24, 2026
TwentyFour’s Digital-Age Locket Is a Virtual VaultThe “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
