GN Diamond says lab‑grown and natural diamond sales in 2025 were “virtually tied,” and many retailers reported a strong finish to the year with natural diamond sales showing a major increase over the prior holiday season. That parity — combined with a late uptick in natural demand — creates immediate inventory and margin considerations for wholesalers and merchants.
- Source: GN Diamond report, 2025 sales window
- Finding: lab‑grown and natural diamond sales were reported as virtually tied
- Retail feedback: strong finish to 2025; natural diamond sales rose markedly versus last year’s holiday period
- Product focus: natural and lab‑grown polished diamonds sold through retail channels
Where this fits within 2025–26 diamond trends
The report lands against a backdrop of two concurrent forces: steady consumer acceptance of lab‑grown inventory and a renewed appetite for natural stones at year‑end. For product teams and buyers, the distinction shows up in assortment and finish — lab‑grown supply often favours calibrated sizes and micro‑pavé settings, while the late surge in natural demand has been reported across classic silhouettes such as brilliant‑cut solitaires and three‑stone rings with knife‑edge shanks.
Strategically, the parity suggests pressure on the traditional price gap between naturals and lab‑grown stones. Retailers leaning into quiet‑luxury merchandising — clean profiles, satin‑finished gold mountings, open‑backed settings to optimise brilliance — will need to balance margin protection with clear communication about origin, certification and aftercare.
Impact and implications for US retailers, wholesalers and investors
For US market players, parity between lab‑grown and natural sales paired with a late natural uptick signals several practical moves. Inventory planners should review turnover by origin and SKU: calibrated, lab‑grown lines can be replenished more quickly but risk compressing price points; natural stones may warrant higher inventory carrying costs when retailers chase recent momentum.
Merchandising and marketing teams should sharpen provenance and value messaging. Where lab‑grown items are positioned on price and sustainability, natural diamonds require storytelling that supports premium pricing — provenance, cut quality, and finishing details such as open‑backed settings or hand‑set micro‑pavé. Wholesale buyers and margin managers will be watching for narrowing spreads that could force promotions or tighter inventory controls during the next buying cycle.
Finally, investors and category managers should treat GN Diamond’s parity finding as a tactical signal rather than a revaluation. It highlights category fluidity: origin is increasingly a commercial variable that affects assortment, margin and promotional cadence across the fine‑jewellery trade.
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