The trio of Advent calendars include a version with 18-karat gold and lab-grown diamond jewelry in a red lacquer jewelry box.
These Will Be the Top Diamond Jewelry Trends for the Holidays
De Beers and trends consultancy Adorn Insight offered predictions for gifting season.

London—As the 2020 holiday season approaches, retailers are keen to anticipate how the pandemic will affect what is typically the busiest time of year.
De Beers Group and London-based fashion trends consultancy Adorn Insight partnered to explore exactly that in the fourth Diamond Insight Flash Report, identifying three key diamond jewelry trends along the way.
The outlook for consumers come the holidays is optimistic, with an uptick in overall confidence in August over July.
Both women and men surveyed indicated they were like more like to purchase and/or receive diamond jewelry in the coming six months.
More women also said they are wearing their diamond jewelry, especially engagement rings and necklaces, than in previous monthly surveys.
In a webinar panel discussion discussing the report’s insights, facilitated by the Couture show, Adorn Insight’s Juliet Hutton-Squire noted consumers are feeling cautious and acting mindfully in their spending but the lack of money being spent on travel and experiences—some of fine jewelry’s major competitors—is part of De Beers’ bullish outlook as the holidays approach.
De Beers noted more women said they felt safe shopping in person for diamond jewelry and are spending more time outside the home altogether.
Nearly two-thirds of survey respondents said they are more likely to give a significant gift to a loved one than before the pandemic. Seventy-seven percent of respondents in a relationship indicated the same.
A total of 55 percent of consumers said they’ve socialized or gone shopping in the last month for the first time since the pandemic began.
Among the most popular styles survey respondents would like to receive or shop for are: diamond rings (36 percent), a diamond pendant or necklace (30 percent), or diamond stud earrings (22 percent).
When it comes to trends, all are connected by the phenomenon of “buy less, buy better,” Adorn Insight’s Maia Adams remarked during the panel discussion.
“Showy excess feels out of keeping with the times,” she explained.
However, “people still want to spend, indulge and mark special moments by investing in items that stand the test of time and represent values in different ways—financial, emotional and practical.”
The value of precious metals and diamonds makes diamond jewelry an ideal purchase
The first key diamond jewelry trend for the holidays is classic styles with a twist, “a valued investment,” Adams explained, but with something a little unique and different.
She cited Suzanne Kalan as an example.
Kalan creates classic diamond jewelry pieces like stud earrings, pendants, cuffs and eternity bands but with her signature “Fireworks” style in which baguette-cut diamonds are set askew.
The look is all about diamond jewelry you can wear every day in a casual context, pairing sweats or jeans with fine jewelry, mixing high and low, and wearing jewels rather than locking them up in the safe, Adams said.

Another trend is a focus on craftsmanship, Hutton-Squire and Adams said.
Just as consumers have been turning to DIY and various home improvement and art projects while sheltering at home, there is a growing interest in the craft behind jewelry.
The De Beers report mentioned Silvia Furmanovich as embodying this trend with her hand-crafted marquetry work showcased alongside major diamonds and gemstones.
It’s also a chance for designers to speak about their processes, showcasing their authenticity as creators and transparency in sharing where, how and by whom their work is made.
“Lockdown has ignited interest in artisanal practices,” said Hutton-Squire. “Craftsmanship is cool.”
Furmanovich’s work also fits within the context of the third major trend for diamond jewelry this holiday season—a broadened definition of luxury that includes non-traditional materials.
An increased concern for the environment in light of climate change is one of the reasons that natural themes like flora and fauna motifs abound, as well as organic and freeform styles, the De Beers report noted.
It’s also heralded a re-evaluation of what luxury means.
Adams noted that accountability and sustainability resonate more with Gen Z and millennial consumers than traditional fine jewelry messaging about romance and rarity.
Consumers are interested in organic materials like wood, seeds and mother-of-pearl for their lesser environmental impact.
Conceptually, materials that represent a more unique and messy take on romance—think diamond slices or salt-and-pepper diamonds instead of colorless diamonds—also are resonating with consumers, in the vein of designers Nina Runsdorf and Solange Azagury-Partridge.

A narrative about the messiness of life, instead of a romantic fantasy, is more authentic to younger consumers, Adams said.
In a press release on the latest Diamond Insight Flash Report, De Beers Group CEO Bruce Cleaver said: “As we head into what will be a crucial selling season for many diamond jewelry retailers, understanding key design trends during a time of profound change and uncertainty will be important.
“The pandemic has accelerated some trends that were already underway, such as the desire for craftmanship, authenticity and sustainability, while also generating increased consumer interest in the enduring beauty of the natural world and in classic designs that will stand the test of time. Diamond jewelry retailers will no doubt be interested in considering how these trends can feature in their upcoming collections, marketing and merchandising.”
The Diamond Insight Flash Report combines De Beers usual consumer research with additional surveys begun in March 2020 as the United States started locking down due to COVID-19.
At that time, De Beers began a weekly quantitative survey on American consumers’ attitudes, behaviors and expectations, plus a monthly survey on attitudes related to diamonds in particular.
To suggest a question for future De Beers Group surveys, email it to flashreport@debeersgroup.com.
The Latest

Created in collaboration with Nymphenburg Porcelain, the lock is part of a four-piece collection that took two years to bring to fruition.

Jewelry industry veteran Alisa Bunger has taken on the role.

You deserve to know what you are selling–to protect your customers as well as your business and your reputation.

The company and industry leader’s two-decade tenure with De Beers will come to a close at the end of the month.


“The Winter Egg” set the world auction record for a Fabergé piece twice at previous Christie’s sales.

The company will pay 1.5x silver’s current spot price for each pound of silver oxide batteries submitted.

The upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.

The line includes a “Shadow” series crafted exclusively for the new men’s offering and reimagined styles from the brand’s core collections.

The rough on offer was recovered from a newer area at the Montepuez mine.

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

The champagne colorway in her newest “Ombré” collection combines white and trendy brown diamonds, a departure from her usual vibrant hues.

Kosann partnered with the Museum of Fine Arts, Boston, to create a set of necklaces inspired by the artwork on samurai sword handguards.

Carlos Jose Hernandez and Joshua Zuazo face life in prison for the October 2024 murder of 72-year-old Detroit-area jeweler Hussein Murray.

The brand’s first high jewelry collection, “Tempest” plays with movement while calling to mind the folklore of the sea.

Proceeds from its jewelry raffle will go to a volunteer-run fire and rescue group in the Lightning Ridge area of New South Wales, Australia.

Stuller said the recipients embody the company’s core values, which include community participation and personal and professional growth.

Citizen’s new “Rainell” women’s watch has a raindrop-shaped case and is available with a silver-, gold-, purple-, or green-colored dial.

The “Mercedes Gleitze Rolex Oyster,” named for the British endurance swimmer who made it famous, will go up for sale next month.

Amit Pratihari was previously the managing director of De Beers India and Forevermark India.

Members of the Jewelers 24 Karat Club of Southern California will gain access to expanded services, resources, and connections, DCWC said.

Diamond industry banking veteran Paul De Wachter will take on the role in January 2026.

Its “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.

Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.

“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.

The month’s birthstones, tourmaline and opal, complement the palette of autumn.

Smith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.