De Beers Group presents fresh insights into evolving consumer behaviour in the US market and highlighting changing purchase patterns that could shape retail strategies across the global jewellery industry.

Based on responses from 18,500 women aged 18 to 74, the company’s 2026 US Diamond Acquisition Study found that natural diamonds remain the most desired luxury jewellery category, with 11% of respondents naming them as their preferred luxury gift. This compares with 8% for synthetic lab-grown diamond jewellery, 5% for other gemstones and 4% for plain gold jewellery.

The report indicates that average spending on natural diamond jewellery has increased to $4,063 per piece, up from $3,242 in 2023, driven by larger average carat weights. It also identifies Gen Z as an increasingly influential consumer segment, accounting for 23% of natural diamond demand value despite representing 18% of the US population. The generation spends an average of $4,080 per purchase, nearly double the average expenditure of Baby Boomers.

While bridal jewellery continues to be a significant purchase category, De Beers found that non-bridal occasions now account for approximately three-quarters of overall US natural diamond demand. Consumers are increasingly purchasing diamond jewellery to celebrate milestones such as career achievements, birthdays and personal accomplishments, as well as for self-expression and gifting.

The report also notes that Gen Z consumers acquire diamonds for more occasions than any other demographic and rely heavily on social media during the research and buying process. Birthdays and gifting from relatives feature prominently within this segment’s purchasing behaviour.

In addition to consumer insights, the publication highlights positive performance among US independent jewellers, with point-of-sale data from 950 retailers showing year-on-year natural diamond sales growth of 4% in the fourth quarter of 2025 and 9% in the first quarter of 2026. De Beers also reported that natural diamonds accounted for 85% of independent jewellers’ diamond sales value in 2025, compared with 15% for synthetic lab-grown diamond jewellery.