SurveysJun 15, 2021
NRF Raises 2021 Retail Sales ForecastSurveysJun 22, 2021
Diamond Jewelry Sales Strong, Says NDC
Industry data shows sales in the category were on the rise in recent months and surpassed pre-pandemic levels.
An 18-karat white gold pair of “Aleluiá” diamond earrings by Pasquale Bruni ($37,000). Diamond sales are particularly strong among millennial customers of late, according to the Natural Diamond Council.
New York—Diamond jewelry is having a moment.
Based on industry data, the Natural Diamond Council found sales of diamond jewelry have been on the rise in recent months.
In the period from March to May, diamond jewelry sales were three times what they were during that period in 2020 and 30 percent higher than pre-pandemic 2019 sales.
In 2020, consumers were looking to purchase items that carried both value and meaning, said the NDC.
This year, as COVID-19 restrictions ease and social events return, the growth has continued as consumers look to celebrate.
Millennial shoppers in particular are driving the growth, said the NDC.
Engagements were on the rise throughout 2020 and into this year, sparking demand for natural diamond engagement rings.
In the United States, weddings are back on the schedule as restrictions ease on large gatherings, further increasing the demand for diamond jewelry.
“American consumers are exhibiting a voracious appetite for diamond jewelry,” said industry analyst Edahn Golan in a press statement.
“These purchases are also a far more significant share of consumer expenditure. This is testimony of our ingrained need to celebrate life."
Aside from the wedding season, the reinstatement of all types of social gatherings has given consumers a chance to dress up again and dust off their jewelry boxes.
A recent Mastercard SpendingPulse survey found overall jewelry sales more than tripled year-over-year in May as COVID-19 restrictions lifted and reopenings continued.
Sales in the category were up 203 percent year-over-year in May and up 45 percent when compared to pre-pandemic levels in 2019.
Related stories will be right here …
Based on industry data, the Natural Diamond Council found sales of diamond jewelry have been on the rise in recent months.
In the period from March to May, diamond jewelry sales were three times what they were during that period in 2020 and 30 percent higher than pre-pandemic 2019 sales.
In 2020, consumers were looking to purchase items that carried both value and meaning, said the NDC.
This year, as COVID-19 restrictions ease and social events return, the growth has continued as consumers look to celebrate.
Millennial shoppers in particular are driving the growth, said the NDC.
Engagements were on the rise throughout 2020 and into this year, sparking demand for natural diamond engagement rings.
In the United States, weddings are back on the schedule as restrictions ease on large gatherings, further increasing the demand for diamond jewelry.
“American consumers are exhibiting a voracious appetite for diamond jewelry,” said industry analyst Edahn Golan in a press statement.
“These purchases are also a far more significant share of consumer expenditure. This is testimony of our ingrained need to celebrate life."
Aside from the wedding season, the reinstatement of all types of social gatherings has given consumers a chance to dress up again and dust off their jewelry boxes.
A recent Mastercard SpendingPulse survey found overall jewelry sales more than tripled year-over-year in May as COVID-19 restrictions lifted and reopenings continued.
Sales in the category were up 203 percent year-over-year in May and up 45 percent when compared to pre-pandemic levels in 2019.
Editors' Picks
Sponsored by
More on Surveys
The Latest
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.
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.
Supplier BulletinApr 30, 2026
OROAREZZO 2026: The B2B Event for Italian Excellence in Goldsmith, Jewelry and Silver ManufacturingSponsored by OROAREZZO International Jewelry Exhibition
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.
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.
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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.
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.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
AuctionsApr 22, 2026
Roberta Flack’s Jewelry Is Going Up for AuctionJulien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.
