SourcingJul 22, 2021
De Beers’ 2021 Production On Pace With 2019 SourcingAug 11, 2021
Demand for Diamond Jewelry Continues Into Summer Months
And it’s expected to stay that way for the remainder of 2021.
De Beers and Alrosa continue to see rough diamond sales top pre-pandemic levels, fueled by consumer demand for diamond jewelry.
New York—Consumer demand for diamond jewelry is continuing into the summer months, the latest results from the two largest diamond mining companies show.
Between July 12 and 27, De Beers Group’s sixth sales cycle of 2021, rough diamond sales totaled $510 million.
As is the case for most year-over-year comparisons in 2021, comps don’t paint an accurate picture of the market. De Beers’ total in its latest round of rough sales is nearly five times what the company sold at this time last year, $116 million.
Compared with 2019—when sights were their normal week-long duration and the market was in a slump, causing De Beers to allow clients to defer purchases—2021 Cycle 6 sales are up 104 percent, $510 million compared with $250 million.
Strong demand for diamond jewelry in the United States and China continues to fuel rough demand, and De Beers remains optimistic for the remainder of 2021, though it notes that COVID is not over.
CEO Bruce Cleaver said: “With the ongoing strength in consumer sales of diamond jewelry, the outlook remains positive for the second half of the year, subject to the risks that the pandemic continues to present across the globe.”
Related stories will be right here …
Between July 12 and 27, De Beers Group’s sixth sales cycle of 2021, rough diamond sales totaled $510 million.
As is the case for most year-over-year comparisons in 2021, comps don’t paint an accurate picture of the market. De Beers’ total in its latest round of rough sales is nearly five times what the company sold at this time last year, $116 million.
Compared with 2019—when sights were their normal week-long duration and the market was in a slump, causing De Beers to allow clients to defer purchases—2021 Cycle 6 sales are up 104 percent, $510 million compared with $250 million.
Strong demand for diamond jewelry in the United States and China continues to fuel rough demand, and De Beers remains optimistic for the remainder of 2021, though it notes that COVID is not over.
CEO Bruce Cleaver said: “With the ongoing strength in consumer sales of diamond jewelry, the outlook remains positive for the second half of the year, subject to the risks that the pandemic continues to present across the globe.”
Alrosa Deputy CEO Evgeny Agureev also noted that jewelry demand remained robust in July, following a first half of the year in which, according to Alrosa data, it rose an average of 35 percent in the U.S. compared with the first half of 2019 (pre-COVID).
Alrosa’s July sales totaled $334 million, $318 million in rough and $15 million polished. That is up from $35.8 million in July 2020, and $170.5 million in July 2019.
Year-to-date, the miner’s rough and polished sales have reached $2.67 billion, up from $1.03 billion in 2020 and $1.98 billion in 2019.
“Heading into the second half of the year, the retailers note continued optimism among consumers and their increased interest in diamond jewelry,” Agureev said.
“This continues to support strong demand for rough diamonds from the midstream, which faced supply shortages as early as May-June 2021, when miners saw their inventories drop to record-low levels.”
More on Sourcing
The Latest
CollectionsOct 24, 2025
Piece of the Week: Wyld Box Jewelry’s ‘Ray of Light’ EarringsFounder and designer Rosanna Fiedler looked to a vintage Cartier clutch when designing the sunlight-inspired drop earrings.
FinancialsOct 23, 2025
Jewelry Sales Resilient Despite Struggles at LVMH, KeringThe luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.
WatchesOct 23, 2025
‘Million Dollar Hip Hop Watches’ Recounts Watch HistoryThe book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.
Brought to you by
Are Earrings an Overlooked Category? What Retailers Need to Know NowAs the holiday season quickly approaches, consider stocking one category that sometimes gets overlooked: earrings.
AuctionsOct 23, 2025
Freeman’s | Hindman Names New VP, Senior Specialist for Jewelry & WatchesAlexis Vourvoulis, who most recently worked at Tiffany & Co., brings more than two decades of jewelry experience to her new role.
Weekly QuizOct 16, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsOct 22, 2025
The Taylor Swift Effect: Antique Diamonds EditionThe superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.
TrendsOct 22, 2025
Don’t Forget These Diamond Jewelry Trends When Stocking for the HolidaysRetailers should offer classic styles with a twist that are a perfect fit for layered looks, experts say.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
AuctionsOct 22, 2025
Pink Diamond, Vanderbilt Jewels to Headline Phillips’ Geneva AuctionThe nearly 7-carat fancy vivid purplish pink diamond could sell for around $9 million.
CollectionsOct 22, 2025
Tiffany & Co.’s ‘Bird on a Rock’ Finds New PerchChief Artistic Officer Nathalie Verdeille has reimagined the iconic design in both figurative and abstract creations.
Events & AwardsOct 22, 2025
JFC Kicks Off Halloween Costume ChallengeFive dollars buys one vote toward an industry professional you want to see dressed up as a hero, or a villain, this Halloween.
Events & AwardsOct 22, 2025
Hillsborough Antique Show Gets New OwnerRecently acquired by KIL Promotions, the November edition of the public show in San Mateo, California, will be held Nov. 7-9.
GradingOct 21, 2025
GIA Examines Rare Bicolor Pink DiamondThe stone’s two zones, one pink and one colorless, may have formed at two different times, the lab said.
MajorsOct 21, 2025
Pomellato Brings ‘Global Attitude’ to Rodeo Drive FlagshipHollywood glamour meets Milanese sophistication in the design of Pomellato’s new store in Beverly Hills, California.
Lab-GrownOct 21, 2025
Grown Brilliance Opens First FlagshipThe New York City store showcases a chandelier with 1,500 carats of lab-grown diamonds designed by an FIT student.
Events & AwardsOct 21, 2025
‘Douriean Fletcher: Jewelry of the Afrofuture’ Opens at MADThe Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.
AuctionsOct 20, 2025
Sotheby's To Auction 10-Carat Vivid Pink DiamondMaking its auction debut, "The Glowing Rose" is expected to fetch $20 million at the November jewelry sale in Geneva.
SourcingOct 20, 2025
2 Mozambique Police Officers Killed at Gemfields’ Ruby MineThey were attacked on Oct. 15, as approximately 40 miners without licenses marched on the mine’s gate.
CrimeOct 20, 2025
See the ‘Priceless’ Jewels Stolen During Daytime Heist at the Louvre It took the masked thieves less than 10 minutes to steal eight irreplaceable jewels from two display cases in the museum’s Apollo Gallery.
SourcingOct 20, 2025
Pristine Gems Names New Director of European SalesGemologist Lauren Gayda has previously worked at The Clear Cut, Taylor & Hart, and Effy Jewelry.
IndependentsOct 17, 2025
From the Jazz Age to the Information Age: London Jewelers Turns 100In 2026, the jewelry retailer will celebrate a milestone only a small percentage of family-owned businesses survive to see.
Events & AwardsOct 17, 2025
An Edit of Italian Jewels Is Coming to NYCThe new showcase dedicated to Italian jewelry design is set for Oct. 29-30.
TrendsOct 17, 2025
Piece of the Week: Judi Powers Jewelry’s ‘Stella’ EarringsTake a gaze at the sky with this pair of platinum diamond-set star earrings with blue lace agate drops.
IndependentsOct 16, 2025
Retailer Hall of Fame 2025: Jeffrey Zimmer Jeffrey Zimmer's decades of leadership at Reeds Jewelers are defined by integrity, a love of sourcing gemstones, and a heart for community.
AuctionsOct 16, 2025
Sotheby’s Introduces Custom Jewelry ServiceThe new high jewelry design and production process takes 30 days or less from concept to completion, the auction house said.
MajorsOct 16, 2025
Oscar Heyman’s Holiday Catalog Is Out, and It’s SpectacularThe holiday catalog for 2025 features never-before-seen images of more than 100 one-of-a-kind masterpieces.
CollectionsOct 16, 2025
Foundrae Adds To ‘United in Love’ CollectionThe brand has released a second installment of its collection of traditional and non-traditional commitment heirlooms.
