SurveysJun 22, 2021
Diamond Jewelry Sales Strong, Says NDCSourcingJun 24, 2021
For De Beers and Alrosa, Rough Demand Is Exceeding Pre-Pandemic Levels
Consumer desire for diamond jewelry remains strong while midstream demand in India is returning, the companies said.
A collection of rough diamonds from De Beers’ mines at the DBSSSA Building in Kimberley, South Africa. Sales for both De Beers and Alrosa are up double-digits when compared to pre-pandemic levels. (© De Beers Group/Photo credit: Ben Perry @ Armoury Films)
London—Sales for the world’s two biggest diamond miners continue to top pre-pandemic levels as consumer demand for diamond jewelry in key markets shows no signs of slowing.
De Beers Group reported Thursday that it sold $470 million in rough diamonds to sightholders and via its auction platform between June 7 and 22, its fifth sales cycle of the year. (The company continues to extend its sights beyond their normal week-long duration because of ongoing travel restrictions.)
Rough sales totaled only $56 million around the same period last year. De Beers combined sales cycles four and five as the pandemic brought trading and demand to a near standstill.
Compared to the same period in 2019 ($391 million), rough sales are up 20 percent this year.
CEO Bruce Cleaver said as the diamond industry moves into the second half of the year, demand for diamond jewelry in the two key markets, the United States and China, remains strong.
In India, which was devastated by a deadly second wave of COVID-19 that started in March, midstream capacity is returning, fueling strong demand for rough.
“Overall sentiment is increasingly optimistic as we move towards the second half of the year and, while risks as a result of the global pandemic persist, we have been encouraged by the condition of the market,” Cleaver said.
Related stories will be right here …
De Beers Group reported Thursday that it sold $470 million in rough diamonds to sightholders and via its auction platform between June 7 and 22, its fifth sales cycle of the year. (The company continues to extend its sights beyond their normal week-long duration because of ongoing travel restrictions.)
Rough sales totaled only $56 million around the same period last year. De Beers combined sales cycles four and five as the pandemic brought trading and demand to a near standstill.
Compared to the same period in 2019 ($391 million), rough sales are up 20 percent this year.
CEO Bruce Cleaver said as the diamond industry moves into the second half of the year, demand for diamond jewelry in the two key markets, the United States and China, remains strong.
In India, which was devastated by a deadly second wave of COVID-19 that started in March, midstream capacity is returning, fueling strong demand for rough.
“Overall sentiment is increasingly optimistic as we move towards the second half of the year and, while risks as a result of the global pandemic persist, we have been encouraged by the condition of the market,” Cleaver said.
The remarks of Alrosa Deputy CEO Evgeny Agureev mirror those of De Beers’ top executive.
The situation in India has improved since April/early May, with cutters and polishers again in need of rough diamonds, he said.
On the consumer side, demand for diamond jewelry remains “robust” in all key regions. Agureev said in the first four months of the year, U.S. diamond jewelry sales were 30 percent above pre-pandemic levels. In China, they were up by 10 percent.
In the month of May, Alrosa’s sales totaled $365 million, $346 million rough and $19 million in polished.
That a considerable improvement of course from May 2020, when Alrosa’s sales totaled only $40.1 million.
Compared to May 2019 (rough and polished sales of $266 million), this year’s results are up 37 percent.
Year-to-date, Alrosa’s rough and polished diamond sales total stands at $1.93 billion, 101 percent and 21 percent ahead of 2020 and 2019, respectively.
More on Sourcing
The Latest
CrimeMay 08, 2025
Former NYC Jewelry Store Employee Arrested in 2017 Choking Death of Boss Michel Desalles allegedly murdered Omid Gholian inside World of Gold N Diamond using zip ties and then fled the country.
EditorsMay 08, 2025
5 ‘Superfine’ Met Gala Jewelry MomentsAssociate Editor Lauren McLemore shares her favorite looks from a night of style inspired by Black dandyism.
Supplier BulletinMay 08, 2025
Instappraise Introduces Game-Changing Trifold Appraisal FormatSponsored by Instappraise
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.
FinancialsMay 08, 2025
Brilliant Earth Notes an Uptick in Engagement Ring Sales in Q1CEO Beth Gerstein discussed the company’s bridal bestsellers, the potential impact of tariffs, and the rising price of gold.
Weekly QuizMay 01, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsMay 08, 2025
Margot McKinney Lands in the U.S. With New BoutiqueThe brand’s first independent location outside of Australia has opened in Beverly Hills, California.
IndependentsMay 08, 2025
Verragio Announces New Regional Sales ManagerCathy Marsh will lead the jewelry company’s efforts in the upper Midwest and western United States.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
FinancialsMay 07, 2025
Pandora Posts Strong Q1, Plans for TariffsThe company has multiple strategies for dealing with tariffs, though its CEO said moving manufacturing to the U.S. is not one of them.
ColumnistsMay 07, 2025
The Smart Lab: Building a Seasonal Marketing Strategy for Mother’s Day and BeyondConnecting with your customers throughout the year is key to a successful holiday marketing push.
TechnologyMay 07, 2025
Punchmark’s Latest Podcast Features a Very Special Guest National Jeweler Editor-in-Chief Michelle Graff joined Michael Burpoe to talk tariffs, consumer confidence, and the sky-high price of gold.
AuctionsMay 06, 2025
Harwell Godfrey Reimagines 10-Carat Blue Diamond for Met Gala-Ready BroochDesigner Lauren Harwell Godfrey made the piece as an homage to the 2025 gala’s theme, “Superfine: Tailoring Black Style.”
Events & AwardsMay 06, 2025
Here’s Who Made Jewelers of America’s New ‘20 Under 40’ ListExpanded this year to include suppliers, JA’s 2025 list honors 40 up-and-coming professionals in the jewelry industry.
IndependentsMay 06, 2025
Sissy's Log Cabin Opens New StoreLocated in Fort Smith, it’s the Mid-South jeweler’s first store in Northwest Arkansas.
IndependentsMay 06, 2025
Gunderson’s Jewelers to Be Featured on ‘World’s Greatest’ TV SeriesThe episode about the family-owned jeweler will premiere May 17.
IndependentsMay 05, 2025
Zadok Jewelers Opens Store in AustinThe Houston-based jeweler’s new 11,000-square-foot showroom will include a Rolex boutique.
AuctionsMay 05, 2025
Nancy Astor’s Cartier Tiara Heads to AuctionThe turquoise and diamond tiara hasn’t been on the market since it was purchased by Lord Astor in 1930.
TrendsMay 02, 2025
Ring Concierge, Kraft Partner on Mother’s Day Macaroni Necklace The childhood craft of making dried pasta necklaces for Mother’s Day is all grown up as the 14-karat gold “Forever Macaroni” necklace.
CollectionsMay 02, 2025
Piece of the Week: Angely Martinez’s Emerald Promise RingSet with May’s birthstone and featuring an earthworm, this ring is a perfect celebration of spring.
MajorsMay 02, 2025
Stuller’s New Bridal Catalog Is Here“Bridal 2025–2026” includes popular styles and a dedicated section for quick pricing references of lab-grown diamond bridal jewelry.
SourcingMay 01, 2025
Tariffs & Colored Gemstones: Relying on Stock, Considering the Ripple EffectThough currently paused, high tariffs threaten many countries where gemstones are mined. Dealers are taking measures now to prepare.
MajorsMay 01, 2025
Peek Inside David Yurman’s New Miami Flagship StoreLocated in Miami’s Design District, the 4,000-square-foot store is an homage to David and Sybil Yurman’s artistic roots.
TrendsMay 01, 2025
Amanda’s Style File: 20 Pieces of Emerald Jewelry for MayMay babies are lucky indeed, born in a month awash with fresh colors and celebrated with one of the most coveted colored gemstones.
MajorsMay 01, 2025
Jewelers of America Opens Applications for 2025 ScholarshipsThe deadline to apply for the Seymour & Evelyn Holtzman Bench Scholarship is June 12.
SurveysApr 30, 2025
Consumer Confidence Hits Pandemic-Level Low Amid Tariff ConcernsWhat’s really worrying U.S. consumers isn’t the present situation; it’s what the economy is going to look like six months from now.
Events & AwardsApr 30, 2025
Instore Show Debuts New Name, Look, and FocusNow called The Instore Jewelry Show, it will include holiday-focused education, interactive workshops, and a window display contest.
SourcingApr 30, 2025
GemGuide Has a New Pricing Chart for Colombian EmeraldsIt includes pricing for unenhanced Colombian emeralds in the fine to extra fine range.
