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.
More on Surveys
The Latest
Supplier BulletinAug 07, 2026
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsSponsored by Stratus Estate Buyers
MajorsAug 07, 2026
Retail Veteran Pam Cloud Appointed President of Blue NileCloud, who will officially join Blue Nile on Monday, spent 26 years at Tiffany & Co. and founded jewelry brand Roseate.
MajorsAug 07, 2026
Pandora Appoints Paulo Garcia as New CFO Garcia will take over from the company’s current CFO, Anders Boyer, who is retiring at the end of November.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
MajorsAug 07, 2026
Etsy to Lay Off 12% of WorkforceEtsy CEO Kruti Patel Goyal explained why the company is letting go more than 200 employees as its performance improves.
Weekly QuizAug 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsAug 07, 2026
Look Ahead with Syna’s Binoculars PendantThe “Star Gazer” pendant, our Piece of the Week, is Syna’s tribute to curiosity and the discovery of something new.
CrimeAug 06, 2026
Lalique Museum to Remain Closed Following $5M HeistMuseum officials are looking to the public to help cover the “exceptional” costs involved in recovering from the July 5 smash-and-grab.
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.
MajorsAug 06, 2026
Claire’s Revamps Piercing Services for Second Time in Three Years The overhaul includes enhanced employee safety training and trendy earring styles, including lab-grown diamond studs.
FinancialsAug 06, 2026
Brilliant Earth’s Q2 Sales Up 6%, Driven by High-Income ShoppersThe retailer said it had its biggest Mother’s Day ever, with strong demand for higher-priced jewelry.
TrendsAug 06, 2026
New Book on Handcrafted American Objects Highlights Jewelry“Handwork: Handcrafted Objects that Made America” features historic and contemporary works, including a Diné squash blossom necklace.
MajorsAug 06, 2026
AJA East Coast Names Ani Khachian as First Female President-ElectThe Armenian Jewelers Association’s East Coast chapter has also elected its 2026–2027 board of directors.
MajorsAug 05, 2026
Private Equity Firm Wants to Buy 100+ JCPenney StoresOnyx Partners has submitted a second offer to buy the department stores after its first offer fell through last year.
IndependentsAug 05, 2026
Atlanta Jeweler Introduces $10K MartiniSolomon Brothers Jewelers has partnered with local cocktail bar Roaring Social on a new martini garnished with a tennis necklace.
IndependentsAug 05, 2026
Another Member of the Siegel Family Joins Hamilton Jewelers Benjamin Siegel, son of President and CEO Hank Siegel, started working for the family business this week.
MajorsAug 05, 2026
Bulgari Opens Store in San DiegoThe new space features a modern design that blends Bulgari’s Roman heritage with San Diego’s coastal spirit.
CrimeAug 04, 2026
Crew of Thieves Break Into Indiana Jeweler’s HomeFour men were charged in connection with the break-in and accused of stealing $365,000 in cash, jewelry, and designer goods.
MajorsAug 04, 2026
Pandora Hires Former Signet Board Member to Lead North American MarketAndré Branch has more than 25 years of experience with various brands, most recently serving as CEO of Ariana Grande’s cosmetics company.
MajorsAug 04, 2026
Sasha Primak Acquires GemlokNew York-based atelier Gemlok is best known for creating the innovative “bridge” setting that became popular in the bridal market.
CollectionsAug 04, 2026
Musician Carlos Santana Launches Jewelry BrandSantana Now's debut collection, “Unidad,” features symbolic motifs as well as pieces of wood from the Woodstock stage.
CrimeAug 03, 2026
Florida Man Gets 15 Years in Trio of Jewelry Store RobberiesThe 50-year-old man pleaded guilty earlier this year to robbing two jewelry stores and a pawn shop of more than $700,000 in merchandise.
WatchesAug 03, 2026
Citizen's New Spider-Man Watch Is a Collector’s DreamThe watch’s dial features an original design by Marvel comics illustrator Adam Kubert.
Lab-GrownAug 03, 2026
Chatham Releases First Men’s CollectionThe new collection of lab-grown diamond and colored gemstone jewelry provides a “fresh perspective” on the category, Chatham said.
TrendsAug 03, 2026
Amanda’s Style File: Spinel vs. Peridot While some August babies are team peridot, the month's time-honored birthstone, others are team spinel, the newer alternative.
TrendsJul 31, 2026
These Pieces of the Week Are Sweet Edina Kiss’ “Popsicle” pendant and Karina Choudhrie’s “Ice Cream” charm satisfy that summer craving for a sweet piece of jewelry.
MajorsJul 31, 2026
Macy’s Iconic Red Shopping Bag Sign Torn DownThe massive billboard has been in the same spot on the department store’s Herald Square flagship store for decades.
SourcingJul 31, 2026
Gemfields’ H1 Revenue Jumps 72%The miner’s ruby and emerald auctions brought in a combined $102.9 million.
