De Beers says Gen Z driving US natural diamond demand
Natural diamonds remain the most sought-after luxury jewellery product in the United States, with younger consumers spending more than previous generations and purchases increasingly extending beyond engagements and weddings, according to new research released by De Beers Group.
Staff Writer
Natural diamonds remain the most sought-after luxury jewellery product in the United States, with younger consumers spending more than previous generations and purchases increasingly extending beyond engagements and weddings, according to new research released by De Beers Group.
The company’s latest US Diamond Acquisition Study, conducted in 2026 and based on responses from 18 500 women aged between 18 and 74, found that Gen Z has emerged as a major force in the natural diamond market, while average spending on diamond jewellery has reached record highs.
According to the study, Gen Z consumers now spend an average of US$4,080 per natural diamond jewellery purchase, almost double the US$2,250 spent by Baby Boomers.
The generation also accounts for 23% of the value of natural diamond demand in the US despite representing only 18% of the population.
