Natural diamond jewelry sales at U.S. specialty jewelers grew 2.1% in 2025, with the average price of natural diamond jewelry rising 10% year over year, according to a report released Feb. 12 by the Natural Diamond Council and research partner Tenoris.
The report, titled “Natural Diamond Trends: A 2025 Overview,” drew on data from more than four million jewelry transactions at 2,500 specialty jewelers across the U.S. It examined consumer preferences across styles, diamond qualities and buying occasions.
Valentine’s Day and Mother’s Day together accounted for 16% of annual natural diamond sales in 2025, according to the report. On Valentine’s Day specifically, the average total carat weight for jewelry sold was 0.59 carats, with round brilliant cuts as the most popular shape and non-bridal rings as the leading category.
The report also cited findings from a De Beers-commissioned study conducted by Ipsos, which found that more than 40% of women and 50% of men anticipated purchasing or receiving natural diamond jewelry within the next 24 months.
“Together, Gen Z and Millennials now represent the majority of diamond jewelry demand globally — and they 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,” said Amber Pepper, CEO of the Natural Diamond Council.
In engagement rings, round brilliants accounted for 62% of diamond engagement unit sales in the U.S. in 2025, according to the report. The marquise shape saw 12% year-over-year growth, which NDC linked in part to high-profile celebrity engagements during the year. Selena Gomez, Taylor Swift, Georgina Rodriguez and Zendaya all showcased elongated diamond shapes in their engagement rings, according to the report.
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Valentine’s Day also marks the close of the U.S. engagement season, with 47% of couples getting engaged between November and February, according to The Knot.
The report referenced Pinterest’s “Predicts 2026” trend forecast as supporting growing consumer interest in individuality, vintage-inspired designs and self-expression in jewelry choices.
“Natural diamonds have been around for billions of years and adored by people for millennia. Formed by time. Carried by nature. Chosen to mark life’s most profound moments. Not only are they here to stay, but the trend is for iconic natural diamonds that will capture attention, win hearts, and help us express ourselves with authenticity,” Pepper said.
The full report is available at naturaldiamonds.com.
