Natural Diamond Council Report Reveals Key Diamond Jewelry Trends for 2025

The average American spent USD 7,364 on natural diamond jewellery in 2025, a figure that sits atop a 10% rise in average prices and signals something more telling than inflation alone: buyers are actively trading up. The Natural Diamond Trends: A 2025 Overview report, produced by the Natural Diamond Council in partnership with data firm Tenoris, drew on more than four million transactions from 2,500 specialty jewellers across the United States to map where consumer taste is moving and why it matters.

The clearest design story in the data is the marquise cut. Marquise jewellery grew 12% in 2025, the sharpest shape-specific gain in the report, reflecting a broader appetite for long fancy cuts that elongate the finger and read as distinctly fashion-forward rather than classically bridal. That appetite is also showing up in carat weight: pieces with centre stones between 2.00 and 2.24 carats grew 9% in 2025, itself built on an 18% gain the year before. A buyer who wanted a 1.50-carat stone two years ago appears to be stretching, year on year, toward the two-carat threshold.

Clarity preferences are shifting in the same direction. VS-clarity diamonds have grown steadily in popularity as buyers move away from SI-grade stones, choosing stones with fewer visible inclusions even at the cost of a higher price per carat. Overall natural diamond jewellery sales by specialty jewellers rose 2.1% in unit terms, modest but positive in the context of the broader economic headwinds the report acknowledges.

On the design side, wedding sets, tennis bracelets and pendants all registered strong growth in both sales volume and average price, suggesting that demand is not confined to the engagement ring category. Tennis bracelets in particular, which the Natural Diamond Council highlighted with dedicated imagery in the report materials, have moved well beyond their 1980s origins into a contemporary wardrobe staple.

Seasonality tells its own story. November and December accounted for 30% of annual natural diamond sales, while Valentine's Day added 7% and Mother's Day contributed 9%, meaning those four celebration months together drove 46% of the full year's volume. Valentine's Day and Mother's Day alone represented 16% of annual sales, a figure the Natural Diamond Council noted in its February press release.

The forward-looking data is equally striking. An Ipsos and De Beers survey of American adults aged 18 to 74, conducted in 2025, found that 55% of men and 43% of women anticipated purchasing or receiving natural diamond jewellery within the next two years, figures the NDC cited as evidence of durable demand despite economic pressure.

"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," said Amber Pepper in the Natural Diamond Council's press release accompanying the report.

The full Natural Diamond Trends: A 2025 Overview report, available to download from the Natural Diamond Council's website, also includes sections on colour, carat weight, how consumers are acquiring natural diamonds today, and a forward-looking chapter on 2026. For a dataset built on transaction-level data rather than consumer surveys alone, it offers one of the more granular portraits of where the US natural diamond market actually moved in 2025, beyond the headline noise about lab-grown competition and economic caution. The two-carat marquise in a VS clarity grade, it turns out, is not a niche aspiration. It is the direction the market is heading.