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When Taylor Swift debuted her eight-carat, vintage-style engagement ring in August, global interest in natural diamonds reignited. From Lauren Sánchez’s 30-carat pink gem to Georgina Rodríguez’s equally showstopping sparkler, celebrity engagement rings are once again fuelling consumer desire.
Beyond the headlines, De Beers Group is leading a strategic repositioning. Lynn Serfaty, General Manager of Natural Diamonds, Category Marketing, is driving efforts to expand relevance. “We’re seeing a diversification in demand,” she said at De Beers’ “Show and Tell” presentation during Jewellery & Gem World Hong Kong in September. “Natural diamonds are no longer just about weddings—they’re about self-reward, empowerment, gifting, and investment.”
Meaning over material
De Beers’ latest consumer research shows emotional symbolism, design aesthetics, and celebrity influence now outweigh traditional factors like value retention. “Consumers are shifting from material value to meaning-driven value,” says Serfaty. “They want diamonds that reflect their identity, their story.”
This shift spans generations. Gen Z “Emerging Self-Rewarders” favour fancy cuts and bold colour contrasts. “Wedding-Driven Buyers” in their thirties mark milestones beyond engagements. Millennials, or “Quality-Pursuing Stalwarts”, seek uniqueness and refinement, while older “Value Inheritors” view diamonds as inflation-resistant heirlooms.
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