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The Inevitable Exodus: Why Natural Diamonds are Regaining Momentum and How Retailers Can Prepare for the Shift | January 16, 2026 (0 comments)
New York, NY--The second half of 2025 marked the strong return of natural diamonds, and with 2026 on the horizon, now is the time to prepare your store for the shift. Here’s what you need to know to capitalize on the tip of the market.
The Shifting Landscape of Diamond Demand
For the better part of the last five years, lab-grown diamonds have climbed rapidly in popularity. Driven by affordability, sustainability narratives, and generational shifts toward
value-oriented purchasing, lab-grown diamonds have dominated engagement ring sales and other sectors of finished jewelry. As a result, many retailers set aside their desire to nurture their natural diamond business.
But beneath this rapid rise, cracks are beginning to show. Excess supply and continued drops in wholesale pricing are taking their toll on consumer confidence, as the long-term value of synthetics becomes increasingly clear.
The second half of 2025 showed early signs of stabilization for natural diamonds, with pricing steadily increasing and momentum returning, most noticeably in the two-carat-plus category. The natural diamond spark has been reignited, and that momentum is building. From East Coast to West Coast, wholesale to retail, the industry is approaching a tipping point.
The Retail Reality: How to Prepare for Naturals in 2026
As we enter a new year, now is the time to develop a strategic plan that aligns your company message, your team, and your inventory. When I consult with retailers on their natural diamond strategy, there are three foundational components that must be aligned and evaluated consistently with intention for natural diamond sales to grow.
1. Refine and Communicate Your Brand Message
Your brand should clearly express why natural diamonds matter and what they represent within your store. If your bridal messaging has leaned predominantly toward lab-grown diamonds in recent years, it’s time to begin shifting your campaigns. Keep the message simple, confident, and consistent.
Help customers understand what makes natural diamonds different by using storytelling and romance-driven salesmanship to bring them to life. Share the journey of a natural diamond, its origin, its rarity, and the assurance that comes with certified quality. From in-store conversations to website content, social media, and marketing materials, create a focused effort so customers clearly recognize your store as a trusted destination for natural diamonds.
2. Educate and Empower Your Staff
Your sales team is your most powerful competitive advantage. Well-trained associates don’t just sell jewelry. They build trust, confidence, and long-term loyalty. When it comes to driving natural diamond sales, your staff can be either your greatest strength or your greatest liability.
Ensure your team can clearly and comfortably explain the differences between natural and lab-grown diamonds, including origin, rarity, certification, long-term value, and emotional appeal. These conversations should feel informative and reassuring, not comparative or defensive. Training your staff to confidently guide clients through both lab-grown and natural options will be a critical priority as the market continues to evolve.
3. Curate Inventory Strategically
One of the truest adages in retail still applies: you can’t sell what you don’t stock. Natural diamonds are returning, and momentum will continue to build throughout 2026. Savvy retailers are recognizing the value of intentionally shaping the direction of their bridal business now, while there is still a window of opportunity.
To increase natural diamond sales, you must have inventory on hand to show. If it’s been several years since your last inventory evaluation, start with a thoughtful selection of diamond sizes and shapes in core, bread-and-butter styles, complemented by a few larger, aspirational pieces. This approach allows clients to see, compare, and confidently choose natural diamonds.
Looking Ahead
The beginning of 2026 presents a unique opportunity to influence the future direction of your store. By focusing on these three areas, brand messaging, staff education, and inventory strategy, you will be well positioned to succeed as the industry continues its accelerating return to natural diamonds.
About: Jessica Gylsen is a third-generation gemologist and was awarded one of the top 20 jewelry industry professionals under age 40. Jessica spent over 20 years in luxury retail as a buyer, event planner, trainer and top sales executive at stores including York Jewelry, Exclusively Diamonds and Wixon Jewelers, before joining XL Diamonds, a NYC natural diamond wholesale company in 2022.