NDC’s Diamond Trends Report 2024 referred to data collated by Tenoris from over 2,000 specialty jewellers across the United States relating to natural diamond jewellery sales. Here’s a snapshot of the report.
NDC’s Diamond Trends Report 2024 looks at the most popular diamond shapes, colour trends, as well as the most popular clarity grades and carat weights.
The report noted that consumer preferences are as varied as natural diamonds. Some consumers are happy to compromise on one characteristic to accentuate another. They might opt for a lower colour or clarity, so they can secure a larger centre stone or specific cut within their budget.
Preferences also vary significantly across cultures and regions. For example, consumers in China tend to prioritise colour and clarity while those in the US are inclined to favour size. Even so, there are no rules when it comes to consumer preferences, and trends evolve each year within each market.
Popular Cuts:
Round Diamonds remain the mainstay of the market, accounting for 82% of the centre stones in natural diamond jewellery in 2024.
However, more consumers are choosing to express their individuality through fancy shapes, particularly elongated silhouettes like Oval diamonds, which extend the look and elegance of the hand. Ovals held almost 8% of the market.
Ovals have gained prominence with A-list names like Serena Williams and Hailey Bieber saying yes to oval-shaped rings. Lady Gaga graced the red carpet wearing a massive oval-shape diamond engagement ring, estimated at around 20 carats. Zendaya received a proposal with a 4-carat East-West set elongated cushion cut natural diamond, Selena Gomez was spotted wearing a 3-carat marquise cut, Adele flashed a pear-shaped natural diamond of approximately 10 carats, and Emma Roberts sparkled with a 6-carat vintage Old Euro cut diamond.
“It’s easy to see why oval diamonds have finally come into their own. Ovals stretch elegantly across a finger, giving the illusion of elongating the hand. They are the proverbial classic with a twist that is so hot in fashion. Versatile in design, ovals look good in any style of engagement ring, from elaborate to a prong setting engagement ring,” noted Marion Fasel, author of The History of Diamond Engagement Rings: A True Romance.
Marquise and emerald cuts still account for a small portion of natural diamond jewellery demand, as do pear, princess and cushion cuts.
Clarity & Carat Choices:
VS-clarity diamonds are gaining in popularity, while SI (Slightly Included) diamonds have traditionally been the sweet spot for the American consumer.
The report also noted that US consumers are gradually shifting towards larger accent stones in natural diamond jewellery.
Consumers are gradually moving beyond the 1-carat comfort zone, opting for larger diamonds for centre stones.
There was a significant increase in demand for the 2- to- 2.24-carat range in 2024. Sales for that category grew 18% and accounted for 10% of the market.
The most popular centre stones ranged from 1 to 1.04 carat, with 15% share, although demand for that category fell 8% during the year.
Bridal Diamond Jewellery Trends:
33% of all natural diamond jewellery sales fall within the bridal category, with brides and brides-to-be investing in heirloom pieces to mark the significance of their wedding day.
“Engagement rings typically feature diamonds ranging from 1.2 to 1.5 carats, striking a balance between presence and practicality. For earrings, sizes between 0.50 to 0.75 carats per stone are most in demand, offering elegance with everyday wearability,” Marco Miserendino, President & CEO of Bijouterie Italienne.
Diamond chokers gained popularity on red carpets, influencing consumers to snap up this accessory for both extravagant occasions and everyday wear.
Diamonds were increasingly paired with pearls as a symbol of sophistication and style.