This year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
The Most Clickable Diamonds of 2017
GemFind recently shared the results of its annual report, which includes what diamond shape is now topping the princess in popularity.

Recently, Alex Fetanat, the CEO and president of GemFind, reached out to share the results of an annual report compiled using click data from the retailers’ websites his company manages. (GemFind, for those who are unfamiliar, is a California-based tech company that helps jewelers develop websites and manage inventory online.)
Fetanat said while the company has created a basic report and circulated it internally in the past, this is the first time the results have been shared publicly.
GemFind’s Jewelry Industry Consumer Trends Report for 2017 looks not at sales but at clicks, 1.2 million clicks to be precise, collected by two different pieces of software: JewelCloud, which manages general jewelry inventory, and DiamondLink, the web application GemFind uses for loose diamonds.
Using data from DiamondLink, GemFind was able to put together a profile on, as the report puts it, the most popular diamond of 2017.
It was a:
Round brilliant
1 to 1.25 carats
G color
VS2 clarity
While G led in color and VS2 in clarity, it’s worth noting that clicks were fairly evenly distributed among the top four finishers in both categories. VS1, SI1 and SI2 received an almost equal share of clicks for clarity. In color, H, F and I finished right behind G.
When it came to carat size, the second most-selected range, behind 1-1.25, was 0.76 to 1 carats.
That leaves us with shape, which, I think, was the most interesting part of the report.
Of course, round brilliants dominated, accounting for 44 percent of total clicks last year. But finishing second was not the princess cut, long a mainstay at No. 2, but the oval.
Oval diamonds accounted for 10 percent of clicks on the DiamondLink platform, just edging out the princess cut at 9.5 percent.
In fourth place was the cushion cut, with 8 percent of clicks.

Fetanat said he was surprised to see oval finish ahead of the princess cut, making the same observation I did when reviewing the report—that the princess cut has been No. 2 in the United States for years.
Personally, I am glad to see a bit of shake-up in the market.
I love ovals as well as a
When we did our 50 Jewelers/50 States series last year, a number of jewelers told us the popularity of oval engagement rings was on the rise among their customers, including David Iler at Alchemy Jeweler in Portland, Oregon; the Broyles of Calvin Broyles Jewelers in West Virginia; and Karen Goracke at Borsheims in Omaha, Nebraska.
Iler said oval “seems to be the new standard.”
Interest in ovals is also up on social media site Pinterest.
Additionally, De Beers, which is always a good barometer for gauging trends, has been putting more emphasis on fancy shapes.
The company’s Forevermark diamond brand expanded outside round brilliants two years ago, and one of my favorite designers, Jade Trau, introduced a Forevermark-exclusive collection built around fancy shapes late last year.
Fetanat said going forward, the company plans to release click-based quarterly trends reports. It is currently working on the report for the first quarter of 2018.
GemFind has additional data for 2017 that examines trends in jewelry overall, including most popular price point, time of year for searches, and categories (rings, necklaces, bracelets, etc.). I will be writing about that in separate blog post in the near future.
What do you think of the diamond data shared above? Does it match what you sell in your store? Feel free to let me know in the comments below.
The Latest

As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.

Discover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.

When investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.

The “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.


The entrepreneur and “Shark Tank” star will share his top tips for success.

Two existing executives have been given new roles.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

Meredith Tiderington, an electrical engineering student, was selected for the award.

It will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”

From design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.

The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.

Her new role is director of strategic initiatives.

The designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.

On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.

The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.

The actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.

The company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."

The large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.

Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.

Those born in June have a myriad of options for their birthstone jewelry.

The diamond industry veteran has been named its senior sales executive.

The company plans to raise the prices of select watches to offset the impact of tariffs.

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.