Marking World Diamond Day, De Beers Group reported a shift in India’s natural diamond consumption, with increasing preference for everyday wear over traditional occasion-based purchases.

The company noted that diamonds are moving beyond “locker luxury” usage to become part of regular wardrobes. Regionally, North India accounts for 30% of demand, followed by South India at 29%, while East and West India contribute 23% and 18% respectively.

A key driver of this shift is the rise in self-purchase among women, reflecting changing consumer attitudes and greater financial independence. Tier 1 cities contribute 41% of this consumer base, while Tier 2 and Tier 3 markets each account for 17%, indicating deeper market penetration beyond metros.

The trend is also influencing bridal jewellery buying patterns, with consumers taking a more active role in selecting and purchasing their own diamond jewellery. This marks a gradual shift away from traditional gifting-led purchases.

De Beers further noted increased consumer awareness around authenticity and sourcing, supporting demand for natural diamonds. The company maintains that natural diamonds continue to hold relevance as long-term assets due to their rarity and origin.

The shift towards everyday wear is expected to influence product design, inventory planning, and retail strategies across the jewellery trade.