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
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
IndependentsJan 05, 2026
Jeweler Ben Nighthorse Campbell Dies at 92The master jeweler, Olympian, former senator, and Korean War veteran founded the brand Nighthorse Jewelry.
TrendsJan 05, 2026
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
MajorsDec 30, 2025
Becka Johnson Kibby to Lead Edge Retail AcademyAs part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.
WatchesDec 30, 2025
Bulova, Stetson Collab on Watches With Western FlairThe new Bulova x Stetson designs highlight two animals often associated with the American West—the bison and the Texas Longhorn.
CollectionsDec 30, 2025
Rahaminov Diamonds Pops Up in FloridaIts residency at Yamron Jewelers will run through May 2026.
IndependentsDec 29, 2025
In Memoriam: Industry Friends We Lost in 2025From influential executives to innovative designers, we pay tribute to the people we said goodbye to this year.
MajorsDec 29, 2025
Tanishq Opens New Stores in Florida, VirginiaThe retailer is expanding into areas with large Indian and South Asian populations.
MajorsDec 29, 2025
Nanis Opens First Flagship Store The Italian brand has opened its first flagship amid the peaks of the Dolomites in Madonna di Campiglio, Italy.
SourcingDec 29, 2025
‘Unearthed: Raw Beauty’ Exhibition Opens at LA MuseumThe new curation at the Natural History Museum of Los Angeles County showcases rare gem and mineral specimens in their uncut, natural state.
CrimeDec 24, 2025
LA Jewelry District Couple Pleads Guilty to Hiding Millions from IRSThe couple pleaded guilty to concealing at least $127 million in cash transactions at its precious metals businesses.
SurveysDec 24, 2025
Consumer Confidence Falls Again in DecemberConsumers shared concerns about prices, inflation, tariffs, trade, and politics in the survey’s write-in response section.
AuctionsDec 24, 2025
Bonhams to Open New U.S. Flagship in NYCIn February 2026, the auction house will move its headquarters to the former Steinway Hall, a neoclassical landmark on Billionaires’ Row.
Events & AwardsDec 24, 2025
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
SourcingDec 23, 2025
Mining Titan Brian Gilbertson Dies at 82The former BHP Billiton leader and Gemfields chairman is remembered for his influential leadership throughout his 50-year mining career.
Events & AwardsDec 23, 2025
Bulgari Reimagines Costume Designers Guild AwardThe LVMH-owned brand has partnered with the costume design union to revamp its award for 2026.
MajorsDec 23, 2025
Kering to Acquire Stake in Raselli Franco GroupThe luxury titan inked a deal to acquire an initial minority stake in the jewelry manufacturer with a pathway to full ownership by 2032.
MajorsDec 23, 2025
For Future Reference Vintage Enters Bloomingdale’sThe company’s curation of unsigned vintage and estate jewelry debuted at the Bloomingdale’s in Costa Mesa, California.
CrimeDec 22, 2025
Customs Seizes Hundreds of Fake Rolex, Cartier WatchesIn the recent multi-shipment seizure, CBP also found counterfeit Audemars Piguet, Moncler, and Chrome Hearts items.
EditorsDec 22, 2025
How Helzberg Is Reimagining Its StoresHelzberg’s Chief Retail Officer Mitch Maggart shared details about its tests of a new store concept rooted in an elevated luxury experience.
Recorded WebinarsDec 22, 2025
2025 Jewelry Rewind: Looking Back on an Eventful Year Jewelers of America execs and National Jeweler editors discuss tariffs, the sky-high gold price, and the engagement that broke the internet.
