The Dayton-based jeweler, which has been in business since 1985, was formerly known as Stafford Jewelers.
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

Reeds Jewelers CEO Alan Zimmer will be presented with the honor at JVC’s annual luncheon.

The piece, celebrating birthdays from March 21 to April 19, debuted with Sorellina’s new line of astrological pendants.

Supplier Spotlight Sponsored by GIA

The Indian jewelry brand recently opened stores in Atlanta and Seattle.


CEO Beth Gerstein shared its most popular price points, what’s trending in non-bridal fine jewelry, and its holiday performance.

The 15 pieces were crafted from the “Insofu” emerald, discovered in Zambia in 2010.

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Chris Anderson is joining the insurance provider as the new chief financial officer and treasurer.

Jewelers of America is distributing a brochure for retailers to use when discussing the differences between natural and lab-grown diamonds.

The industry is changing as it grapples with new realities around distribution, supply, and the need for consistent, effective marketing.

Bhansali discusses the potential impact of U.S. tariffs, demand for diamonds by market, and the “cautious confidence” in India right now.

As lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.

Govind Dholakia and Tanishq will be recognized for their contributions to the industry at the Diamonds Do Good Awards in Las Vegas.

The New York City-based brand has opened its first U.K. location with a permanent shop-in-shop at Liberty in London.

A metal detectorist discovered the ring that is believed to have belonged to a bishop in the late 12th to early 13th century.

Organizers looked to new partnerships and interactive experiences to enhance the spring show, set for March 16 to 18.

Kenewendo, Botswana’s minister of minerals and energy, will discuss the future of diamonds.

The suspect allegedly stole almost $800,000 worth of diamond jewelry from a store in Orlando and then swallowed it during a traffic stop.

Ahead of the Gem Awards on Friday, Jen Cullen Williams and Duvall O’Steen share pro tips for taking the best photos.

Founded in 2000, Marco Bicego is commemorating its milestone anniversary with a “25 Best” collection and campaigns honoring its heritage.

Those attending the company’s upcoming Zoom workshop will receive early access to “The List,” its new resource for finding buyers.

The organization will present an award to Amy-Elise Signeavsky, law enforcement and diamond recovery manager at GIA.

Chandler started his jewelry career at Michelson Jewelers, joining the Diamond Council of America as president and CEO in 2001.

Scottish American designer Maeve Gillies collaborated with Platinum Guild International on jewelry created by direct metal 3D printing.

Ahead of its trade show in May, TJS awarded free registration and accommodations to five up-and-coming jewelry industry professionals.

The 2025 Gem Awards are set to take place Friday at Cipriani 42nd Street in New York City.