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Jewelry

Natural diamonds, with Gen Z stamp of approval, roar back to growth in US: report

June 12, 2026

Gen Z is spending almost double what baby boomers spend when buying natural diamonds. Image credit: De Beers Group Gen Z is spending almost double what baby boomers spend when buying natural diamonds. Image credit: De Beers Group

 

By Luxury Marketer Intelligence

Natural diamonds are the most desired luxury jewelry product in the United States, with average purchase prices increasing 25 percent in 2025 compared to 2023 – a finding that’s clearly a rebuff to those espousing the synthetic lab-grown variety.

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