Evolving Trends in US Diamond Consumption

Posted by:
April 11, 2024

The diamond industry is witnessing a fascinating shift in consumer preferences. Recent data from our platform has unveiled some interesting trends that are shaping the future of diamond consumption in the United States.

Liquid Diamonds Observations

Recent data from the Liquid Diamonds platform reveals a shift in the US certified natural diamond market. Traditionally, diamonds of SI clarity and below dominated due to affordability. However, a notable trend emerged over the past two years.

For the first time, VS (and higher clarity) diamonds are surpassing SI clarity (and below) in consumption.

Our wholesale customers are observing a similar trend in their inventory and “call stone” business.

Liquid Diamonds Analysis

This trend is presumably due to increase in consumption of lab-grown diamonds. Consumers who previously favored lower clarity diamonds have been quicker to embrace lab-grown alternatives due to their affordability. Conversely, consumers who prefer higher clarity diamonds have been slower to adopt lab-grown options, contributing to the consistency in consumption of VS clarity diamonds.

Ongoing shift in diamond consumption in US

Consumers who were earlier buying lower clarity in natural diamonds became quicker adopters of lab-grown diamonds due to their lower cost. 

Key Factors Driving This Growth

So why do many customers prefer the lab-grown varieties? Here are some of the advantages of these diamonds: 

Ethical Sourcing

Some of the key problems of mining-sourced diamonds, such as human rights violations in Africa as well as damage to the environment, are resolved through lab-grown diamonds.

Environmental Sustainability

Essentially, this kind of diamond substantially reduces the carbon footprint and water usage during mining.


You can get a significantly larger or higher-quality diamond for the same budget with a lab-grown option.

Quality and Beauty

There is hardly any difference in physical, chemical, and optical properties between lab-grown and natural ones, which have the same characteristics showing brilliance.


Lab processes allow for more control over color and clarity and even the creation of fancy-colored diamonds.

Evolving Trends in US Diamond Consumption

Now, let's break down what this shift in the US diamond market means for consumers and the diamond industry.

  • Clarity Change: Most consumers, for years, would either buy SI clarity or below because that's what they could afford. However, as the report shows, these trends have changed. VS (and higher) clarity now commands the largest market share within the US-certified natural diamond market.

  • Lab-Grown Influence: Industry analysts believe this is the direct effect of the growing presence of lab-grown diamonds. This gives buyers a budget-friendly alternative who would otherwise be left with only natural diamonds of low clarity, which are often costly.

  • Differing Preferences: However, consumers who value the pristine clarity of natural diamonds are hardly to be sold to lab-grown alternatives. One can almost guess that these high-clarity levels of natural diamonds offer a sort of rarity and status.

What Are the Implications for the Diamond Industry?

The growing acceptance of lab-grown diamonds is disrupting the traditional diamond market in several ways:

  • Expanding Choices: Consumers now have more comprehensive options across various price points and clarity grades.
  • Ethical Appeal: Lab-grown diamonds resonate with ethically-conscious consumers due to their reduced environmental impact and avoidance of conflict-related issues.
  • Pressure on Pricing: The affordability of lab-grown options puts pressure on the pricing structures of natural diamonds.

Final Thoughts

The evolving trends highlighted by Liquid Diamonds' platform data demonstrate that the diamond market is in a state of exciting flux. 

While the timeless allure of natural diamonds, especially those of exceptional clarity, will always hold value, lab-grown diamonds offer an attractive alternative for an expanding consumer base. This shift in preferences highlights the importance of transparency and education, empowering consumers with the knowledge to make informed choices.

Rather than outright competition, we are likely to witness a coexistence of natural and lab-grown diamonds, each fulfilling distinct demands within the market.

To see how Liquid Diamond helps broaden the horizon of diamond sourcing with a sophisticated technology-driven platform, check out our success stories.