Fine jewelry consumers see bright futures.

Per a recent Ipsos/De Beers survey, a whopping 43% of women and 55% of men anticipate purchasing or receiving natural diamond jewelry over the next two years.

That optimism is translating into sales. The Natural Diamond Council saw a 2.1% growth in natural diamond sales by specialty retailers in 2025 over the previous year. Even more impressive, their holiday sales jumped more than 6%, ending the year on a high. Shoppers are also spending more on bling: The average price of a natural diamond piece vaulted 10% last year.

Fueling the gains are celebrity engagements and red carpet moments. Take Argentine-Spanish social media personality and entrepreneur Georgina Rodriguez — who has 71.8 million Instagram followers — and her stupendous sparkler. After nearly a decade together, soccer champ Cristiano Ronaldo popped the question last summer with an estimated 30-carat, oval-cut diamond engagement ring with two side stones worth up to $5 million. Awards shows also provide endless opportunities for diamonds to shine.

Priyanka Chopra turned heads at the Oscars in a Bulgari High Jewelry Serpenti Illusio diamond, sapphire, emerald and onyx necklace.

Initiatives like the NDC’s World Diamond Day further enhance the aura. On April 8, brands, retailers and bold-facers were invited to share their meaningful natural diamond stories on social media. “I love my ring,” posted Tallulah Willis, with a photo of her custom, antique-cut diamond engagement ring from fiancé Justin Acee.

Natural diamonds have long been prized for their glamour, authenticity and both heirloom and emotional value. Provenance is part of their prestige.

De Beers new Origin program, introduced at partner stores including London Jewelers, uses the Tracr blockchain platform to trace the country of origin, rarity and journey of branded, polished loose diamonds. This provides consulers with the assurance that a stone is conflict-free and meets the highest standards for ethical sourcing and human rights,” according to the company.

That’s a beautiful new type of diamond transparency.