A new report from De Beers Group reveals that while overall U.S. natural diamond sales remain below pre-pandemic levels, the market is experiencing a significant evolution driven by younger generations, non-bridal milestones, and premium spending. Gen Z has rapidly emerged as the second-largest buying demographic, shockingly outspending baby boomers nearly two-to-one with an average of $4,080 per piece. This surge in value is reflected across the broader market, where average per-item spending jumped over 25% to $4,063 in 2025, alongside increases in average carat weight and affluent consumer acquisition. Crucially, the traditional dominance of bridal jewelry has shrunk to just 25% of U.S. demand; instead, the market's primary growth is now propelled by gifting (44%) and self-purchases (31%), as consumers increasingly buy natural diamonds to celebrate personal achievements, career milestones, or simply as personal rewards.
