Diamond Market Update: More Spending, a Bigger Push for Buyer Confidence

September 23, 2026

U.S. specialty jewelers took in 4.5% more revenue in August than a year earlier, according to Tenoris, while selling 10% fewer items. Revenue growth was slower than the 8% increase recorded for the year to date. In plain terms, the dollars increased even as the number of pieces sold declined. Read the retail report.

On the practical side of the trade, GIA’s September 14–20 Hong Kong show program included demonstrations of its iD100, Match iD and Gemolite NXT instruments. The program put diamond verification and microscopic examination alongside education for retailers. For dealers, these are distinct parts of understanding and documenting merchandise. For customers, the useful question is what checks support the description of the particular diamond being offered. A demonstration program does not create a new grading standard. View GIA’s show program.

The industry is also changing how it presents natural diamonds to consumers. The Natural Diamond Council has relaunched as The Diamond Collective, with a strategy focused on cooperation, transparency and consumer interest. JCK reports plans for a natural-diamond Trustmark, a Diamond Desire Index and a first fashion partnership in 2027. Marketing executive Keran Smith told JCK that a new name needs a meaningful reason for consumers to care. That is the trade insight: the organization has announced its intentions, while future purchases will show whether the strategy changes demand. Read the rebranding coverage.

For assistance sourcing or selling an individual diamond, visit the Pryce House Diamond Desk.

Retail sales data describes a defined market sample, not the selling price of an individual diamond. Natural and laboratory-grown diamonds have different markets.