DiamondBuzz
De Beers – The New Power Move: Why Natural Diamonds Are The Definitive Daily Essential For The Modern Indian Man
Natural Diamonds Are Emerging As the Ultimate Symbol Of Personal Style, Achievement, and Everyday Luxury For India’s Modern Male Consumer.
Masculine style in 2026 has a new focal point. The conversation around men’s jewellery has moved away from traditional ceremonial wear toward a more personal, everyday expression of identity. Whether it is a signature chain, a sculptural pendant, or a bold ring, natural diamonds have become the primary medium for this new aesthetic.
The data confirms this shift: recent industry research shows that 52% of acquired diamonds in India are now worn every day.
This cultural transformation is most visible where performance meets high-profile style. Indian cricketers are leading the charge, wearing natural diamonds both on and off the field as a mark of their personal journey and quiet confidence. From training sessions to post-match press conferences, icons like Suryakumar Yadav, Abhishek Sharma, and Hardik Pandya treat their bespoke diamond pieces as an extension of their professional “armour.”
This ease with luxury is mirrored globally; Formula 1 icons like Lewis Hamilton have long made natural diamonds central to their paddock style, while the red carpet has seen a surge in unconventional masculine styling. Recent appearances by Jay-Z, who wore a vintage diamond brooch at the collar, highlight that natural diamonds are a core part of the modern fashion vocabulary.
The primary driver of this shift is the Gen Z and Millennial male. Broadly the 18 to 38 age group, this demographic is urban, digitally fluent, and possesses a strong personal aesthetic. Gen Z alone now generates 51% of the total natural diamond market value in India, a 19% increase since 2022.
Most importantly, self-purchase is replacing gifting as the dominant entry point. Men are now research-driven and decisive, choosing to buy natural diamonds to mark professional achievements or simply to refine their daily personal brand.
While Tier 1 metros remain the primary base, aspiration is expanding rapidly into Tier 2 and Tier 3 cities. As high-income Indian households are forecast to grow by 16% through 2030, the male natural diamond consumer of tomorrow is younger, more stylistically confident, and far more willing to invest in himself.
This demand is also shaping a new design language. The lone solitaire stud is being replaced by architectural silhouettes, layered chains, chunky bracelets, and rings with clean, geometric lines. Princess and baguette cuts are increasingly preferred for their sharp, masculine appeal.
As we look toward the next decade, this momentum is only set to accelerate. What began as a styling choice on the cricket pitch has matured into a cultural standard of authenticity and permanence. For the modern Indian man, a natural diamond is more than a luxury, it is an enduring signature of his unique journey.
In an era of fleeting trends, this shift toward the rare and the timeless signals a future where masculinity is defined by a legacy that stays forever.
DiamondBuzz
De Beers Group Sets Out Portfolio and Organisational Actions to Support Long-Term Value Creation
Company outlines strategic cost optimisation, portfolio streamlining and operational changes to strengthen resilience while positioning for long-term growth in the natural diamond industry.
De Beers Group is advancing delivery of its business streamlining by setting out a number of planned portfolio and organisational changes to ensure an efficient cost base that strengthens resilience in the near-term while enhancing future competitiveness and retaining optionality as industry conditions improve.
Since 2024, De Beers has been streamlining its business in line with its Origins strategy to reduce costs, divest non-core assets and prioritise investment in activities that create the most value. Significant progress has been made, with more than $100 million of annual overhead costs removed from the business, the sale or closure of a number of non-core assets and significant capital and cost reconfigurations to asset expansion projects.
Simultaneously, De Beers has reinvested in natural diamond category marketing to support the industry’s efforts to grow natural diamond demand, launching new large-scale campaigns and collaborating with key stakeholders across the value chain to foster industry-wide investment. Global consumer demand for natural diamond jewellery returned to growth in 2025, while natural diamond sales increased across US independent jewellers in 2025 and into Q1 2026, led by higher value diamonds and those promoted by De Beers’ Desert Diamonds marketing campaign.
On the supply side, global rough diamond production is now decreasing, with several producers closing mines during 2026. Whilst the increasing rarity of diamonds and the emerging signs of improvement in consumer demand are likely to support longer-term value creation, rough diamond trading conditions are expected to remain challenging in the near-term due to cyclical and industry-specific factors.
Consistent with recent actions to improve business resilience, De Beers intends to pause production at the Venetia mine in South Africa for two years to reduce costs while also rephasing capital expenditure on its underground project. This will involve critical infrastructure investment to enhance the capacity and efficiency of the mine, with the intention to support future production growth as business and industry conditions improve.
De Beers is engaging with stakeholders in accordance with relevant requirements and the company’s values as it moves through this process, and will both support impacted employees and continue to invest in its community and Social and Labour Plan commitments.
This proposed action at Venetia Mine follows the decision earlier this year to pause the Tuzo Phase 3 expansion project at the Gahcho Kué Mine in Canada.
In parallel, De Beers plans to reconfigure its global operating model to refocus and prioritise resources on the core operational businesses and reduce its central corporate cost base.
Al Cook, CEO of De Beers Group, said:

“In line with our commitment to focus and streamline our business, we are making a number of changes to De Beers to ensure greater business resilience in the near-term, while supporting long-term value creation. We recognise the protracted challenging conditions as the diamond industry evolves, though we are encouraged by signs of consumer demand growth in the US and beyond, particularly in higher quality diamonds.
Global rough diamond supply is falling, bringing more support to the market. The changes we are making to our business are focused on underpinning our efficiency now and into the future, favourably positioning De Beers in its leadership role.”
De Beers Group will maintain current production levels through its other operations, and previous production guidance remains unchanged.
-
International News15 hours agoFluorescent Diamonds: GIA to Introduce Clearer Guidance
-
GlamBuzz15 hours agoRegal Jewellers appoints Vijay Sethupathi and Simran as brand ambassadors for Tamil Nadu
-
National News15 hours agoIndia’s Consul General to Dubai, Shri V V Reddy, Interacts with BDB Committee
-
National News16 hours agoShankesh Jewellers Ltd. Unveils New Corporate Office at Kalbadevi Road, Mumbai

