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
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
SurveysApr 01, 2026
Consumers’ Outlook Improves Again in MarchThe Conference Board’s Consumer Confidence Index edged up, with optimism about the present outweighing worries about the future.
IndependentsApr 01, 2026
Zachary’s Jewelers’ Constance Polamalu to Release Children’s BookThe retailer’s Zach Bear gift comes to life in “Zach Bear and the Window Necklace,” which centers on curiosity, bravery, and helping.
Events & AwardsApr 01, 2026
AGA Opens 2026 Gemological Scholarship, Research Grant ApplicationsApplications are open for the AGA Gemological Scholarship Program through May 15, and until June 2027 for the Gemological Research Grant.
ColumnistsMar 31, 2026
Q1 Clues That Reveal Where Your Jewelry Store’s Sales Are Heading These customer behavior patterns say a lot about how successful your jewelry store is going to be this year, Emmanuel Raheb writes.
CollectionsMar 31, 2026
Mejuri Adds Silver to ‘Puzzle’ CollectionMejuri’s popular collection of 18-karat yellow gold vermeil rings debuted in sterling silver alongside new “Puzzle” slider charms.
CollectionsMar 31, 2026
Buddha Mama, Ashley Longshore to Host Pop-Up in DallasThe Miami-based jewelry brand and the NYC-based artist will be in Dallas from April 9-11.
SourcingMar 31, 2026
GIA VP Jillian Wolk to Take Over at Tracr Wolk’s first day on the job as CEO of Tracr, De Beers Group’s blockchain platform, will be May 1.
EditorsMar 30, 2026
Tom Moses Looks Back on His Decades at GIA Moses, who will leave the lab in May after nearly 50 years, discusses his start in the business, gemstones that stand out, and what’s next.
TrendsMar 30, 2026
Oscar Heyman Debuts First Spring CatalogThe new catalog, which showcases 35 one-of-a-kind pieces of jewelry, is a compliment to the company’s popular holiday catalog.
SourcingMar 30, 2026
Rio Tinto Hauls Last Load from DiavikProduction has ceased at the Canadian diamond mine, which has yielded more than 150 million carats of rough diamonds in its 23-year run.
MajorsMar 30, 2026
Tanishq Opens First New England LocationThe store opening marks the 10th United States location for the India-based jewelry retailer.
