The Natural Diamond Council (NDC) has published its comprehensive 2025 Diamond Trends Report, offering a detailed analysis of American consumer behaviors and the current landscape of the natural diamond jewelry sector. This insightful report, released on February 13, 2026, is the result of a collaboration with Tenoris, leveraging data from millions of transactions to uncover significant market shifts and enduring preferences.

The study reveals a 2.1% growth in natural diamond sales among specialty jewelers in 2025, accompanied by a 10% increase in the average price of natural diamond jewelry. These figures underscore a robust and continuous demand for these precious stones, affirming their significant emotional value. Seasonal events like Valentine's Day and Mother's Day collectively drove 16% of annual natural diamond sales in 2025, solidifying the diamond's role as a quintessential gift for life's important occasions.

A closer look at Valentine's Day 2025 showed that the average total carat weight sold was 0.59 carats. Round brilliant cuts remained the most popular choice, and non-bridal rings were the dominant category. Engagement jewelry remains a critical segment, with a substantial 47% of engagements occurring between November and February, positioning Valentine's Day as the culmination of the U.S. engagement season, as noted by The Knot.

For engagement rings, round brilliant diamonds accounted for 62% of sales in 2025. Notably, marquise-shaped diamonds experienced a 12% year-over-year increase, driven by celebrity influence and a growing desire for elongated, personalized designs. Contemporary consumers, particularly Gen Z and Millennials, now represent the majority of global diamond jewelry demand. Their preferences are increasingly shaping the market, favoring bespoke details and distinct silhouettes that reflect personal expression.

Further reinforcing these trends, the De Beers-commissioned 2025 US Natural Diamond Tracker Study by Ipsos indicates strong future purchasing intent: over 40% of women and 50% of men anticipate acquiring or receiving natural diamond jewelry within the next two years. Amber Pepper, CEO of the Natural Diamond Council, highlighted the impact of these younger generations, stating, “Gen Z and Millennials are the most influential force shaping the future of the category. With the current emphasis on personal expression and bespoke details, consumers have more ways than ever to choose a piece that reflects a shared story. In a world of replication and simulation, emotion is what makes natural diamonds irreplaceable.” The full report, "Natural Diamond Trends: A 2025 Overview," is available for download on the Natural Diamond Council's website.

This detailed report by the Natural Diamond Council provides essential market intelligence, confirming the sustained appeal and evolving consumer engagement with natural diamonds. It highlights the importance of emotional connections and personalization in driving sales, particularly among younger demographics who are actively shaping the future of the diamond industry.