Market are turning again20 Jun 2026 11:38
De Beers finds Gen Z driving diamond demand rebound
Cecilia Jamasmie | June 12, 2026 | 3:52 am Markets Suppliers & Equipment Top Companies Africa USA Diamond
De Beers finds Gen Z driving diamond demand rebound
Mined diamond sales are increasing across US independent jewellers, says the report. (Image courtesy of De Beers.)
American consumers are showing renewed interest in natural diamonds, offering a potential boost to Africa’s diamond-producing nations after several difficult years for the industry.
Generation Z members — those born between 1997 and 2012 — are leading the resurgence, accounting for 23% of US natural diamond demand by value despite representing only 18% of the population, according to De Beers’ latest US Diamond Acquisition Study.
New findings from the survey of 18,500 women in the United States, the world’s largest diamond jewellery market, found Gen Z buyers are spending an average of $4,080 per purchase, far above the $2,250 spent by Baby Boomers. The study also found 11% of respondents ranked natural diamond jewellery as their most desired luxury gift, ahead of lab-grown diamonds at 8%, coloured gemstones at 5% and plain gold jewellery at 4%.
“Natural diamonds continue to hold a unique place in consumers’ minds as meaningful and aspirational purchases,” the report found, as younger buyers increasingly seek jewellery tied to personal milestones and achievements.
De Beers finds Gen Z driving diamond demand rebound
Source: De Beers’ The Diamond Report.
The trend carries important implications for African producers. Botswana, Angola, Namibia, South Africa and Lesotho supply a significant share of the world’s natural diamonds and stand to benefit directly from stronger demand in the US market.
The study found younger consumers are expanding diamond purchases beyond traditional engagements and weddings. While bridal jewellery still accounts for 45% of Gen Z demand, buyers are increasingly purchasing diamonds to mark promotions, career achievements, birthdays and other personal milestones, or simply as self-rewards.
That shift helped lift average natural diamond jewellery prices by 25% to $4,063 from $3,242 in 2023, while average stone sizes increased to 1.86 carats from 1.65 carats.
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