SourcingJul 06, 2026
Gemfields CEO Sean Gilbertson Steps DownAfter eight years, Gilbertson is leaving his post at the mining company, which is currently facing a slew of operational challenges.
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
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
IndependentsJul 06, 2026
Bachendorf’s To Open Fifth Store In DallasThe new location is set to open this winter, featuring the retailer’s first rotating jewelry designer residency.
MajorsJul 06, 2026
Graff Names BTS Star Jung Kook as New AmbassadorThe pop artist appears in the latest campaign for the “Laurence Graff Signature” collection.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
CollectionsJul 06, 2026
Pandora’s New Baroque Pearl Collection Is a Whimsical ‘Wonder’One-of-a-kind pearls take the shape of ice cream cones, frogs, submarines, and other imaginative charms.
Weekly QuizJul 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
Events & AwardsJul 02, 2026
Stratus Estate Buyers Offers Jewelers Turnkey Buying EventsIts team can evaluate jewelry and watches, as well as luxury handbags, artwork, and collectibles.
CollectionsJul 01, 2026
Rio Grande Launches First Finished Bridal CollectionThe new offering comprises more than 120 bridal and engagement ring styles with natural and lab-grown diamonds.
WatchesJul 01, 2026
Rolex Unveils Clock at Rockefeller CenterThe clock is part of the celebration for the soon-to-open Rolex headquarters on New York City’s Fifth Avenue.
IndependentsJul 01, 2026
Kristen Cannon of Valobra Master Jewelers Dies at 49The public relations professional is remembered for her benevolent generosity and unwavering commitment to those around her.
WatchesJun 30, 2026
Pokémon Fans Will Want to Catch This New G-Shock WatchThe new watch commemorates Pokémon’s 30th anniversary.
MajorsJun 30, 2026
Saks Global Emerges From Bankruptcy With New NameThe luxury retailer is now called Exemplar Luxury Group.
CollectionsJun 30, 2026
Jade Ruzzo’s New Collection Embodies the Art of Being a LadyThe “Lady” collection is a new take on old beauty standards with gemstone-adorned hair pins and combs, a compact mirror necklace, and more.
SourcingJun 30, 2026
Blue Nile Introduces Montana Sapphire CollectionThe new line is included in the e-tailer’s curation of jewelry celebrating America’s 250th anniversary.
GradingJun 30, 2026
AGS Opens 2026 Recertification ExamAll active members who earned their credential or designation before Dec. 1, 2025, are required to recertify.
CollectionsJun 29, 2026
Briony Raymond’s New Collection Is a ‘Carousel’ of Hard StonesThe new jewelry collection uses a colorful palette of onyx, malachite, tiger’s eye, mother-of-pearl, lapis, turquoise, and coral.
IndependentsJun 29, 2026
Look Inside Lee Michaels’ Revamped Mississippi FlagshipLee Michaels Fine Jewelry is celebrating 30 years in the Ridgeland, Mississippi community.
GradingJun 29, 2026
National Rarities Announces New Gemology ManagerSean Milliner has joined the company.
GradingJun 29, 2026
GIA to Open New London CampusClasses will begin in August at GIA’s new Canary Wharf location.
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
