The jewelry world is about to undergo a major turnaround. De Beers—one of the most important players in the diamond industry—has decided to completely abandon the sale of lab-grown stones and focus solely on promoting natural diamonds. Why? Because the market is changing.
Lab-grown diamonds now account for over 50% of engagement ring sales in the US. They are more affordable, larger, and appeal to younger generations. De Beers is responding with a strategy based on emotion, authenticity, and rarity—values that have always defined luxury jewelry.
This isn't just a business decision—it's a signal that the fight for the prestige and value of natural stones is entering a new phase. For customers, it raises the question: what does true luxury mean today?
De Beers plc is an international company specializing in the mining and sale of diamonds, which held a virtual monopoly on the global market for most of the 20th century. It is an unlisted public limited company jointly owned by the mining company Anglo American plc and the government of Botswana.
Source:
https://www.wsj.com/business/retail/de-beers-diamonds-price-lab-grown-468b33ab
