By Invitation
Five social media-inspired trends that are pushing diamond sales
By Jignesh Mehta-Founder & Managing Director, Divine Solitaires
There was a time when traditionally, buying diamond jewellery was reserved for those special occasions when the entire family walked into a trusted jeweller’s store once in a year for weddings, anniversaries, and those once-a-year moments.
Today, the name of the game has changed and how! Thanks to the power of social media, diamonds are no longer just tucked away in lockers waiting for that one occasion to sparkle. You see the flash of a diamond every day, be it during daily conversations, when you’re travelling to and from work, and even when you’re chilling at home with friends.
The younger generation—new brides, working professionals, millennials, and Gen Z—are rewriting the rulebook. What was once considered a milestone buy has now become a symbol of personal style, celebration, and aspirational luxury.
At Divine Solitaires, we’ve watched this shift closely and can clearly see how these five social media-driven trends are inspiring today’s generation to own their diamonds, literally too!
1. Proposals and Love Stories that Melt Hearts
We’ve all seen those dreamy proposal reels and wedding moments—filled with raw emotion, happy tears, and the kind of love that feels straight out of a fairytale. But beyond the grand gestures and picture-perfect settings, there’s one detail that stands as a lasting symbol of that forever moment: the diamond! A solitaire isn’t just a ring—it represents the start of journey when two lives changed forever. Every time you watch a social media reel that captures all these emotions, you want your own diamond story too!
2. The Rise of ‘Everyday Diamonds’
In a country with such a large young population, you can be assured that the market dynamics are driven by the youth! Youngsters today don’t believe in saving diamonds only for a handful of days a year. We’re seeing a growing trend where people wear their solitaires daily—to work, brunches, and even on coffee runs, because why not? If everyone else is doing it and making it look so goon on their social media handles, you can too! FOMO is a real thing!
3. Sharing Personal Milestones
Whether it’s a job promotion, a first home, or even just celebrating oneself—people now buy diamonds to mark every small or big personal victory. The celebratory allure of diamonds has that effect. This mindset has shifted buying behaviour tremendously. Diamonds are no longer a ‘gift from someone else’ but a powerful symbol of self-love.
4. Conscious Choices and Meaningful Purchases
Transparency matters more than ever for the young, very aware generation who makes informed purchases, no matter what they buy. It’s encouraging to see the conversations around ethically sourced, conflict-free diamonds, trending. Social media has ensured people ask the right questions— ‘Where did this diamond come from?’ and ‘What does this stone represent?’ As a brand that’s always believed in ethical sourcing, we welcome this change. People now buy diamonds with pride, knowing they stand for both beauty and responsibility.
5. Peer Influence and Social Proof
Let’s admit it—we all read reviews before we go in for the kill and are constantly tracking what our idols friends or peers are buying. Honest testimonials, real customer stories, and shared experiences have become the new word of mouth marketing. When someone sees a friend or a peer buying a beautiful solitaire and sharing their journey, it sparks desire and trust. That’s the power of social proof, and it’s making diamonds more approachable than ever.
At Divine Solitaires, we’re inspired by how today’s generation connects with diamonds at such a personal level every single day!
By Invitation
Artisan Perspectives: Rethinking Craft In The Age Of Lab-Grown Stones
Prapanjj S K Kota
Founder & CEO at Réia Diamonds
- Traditionally, diamond value was driven by rarity, origin, and size, with craftsmanship playing a secondary role.
- With the rise of lab-grown diamonds, abundance is shifting focus from rarity to design and craftsmanship.
- Jewellery-making is returning to a craft-first approach, placing artisans at the core of value creation.
- Skill, precision, and finishing quality are becoming primary differentiators.
The rarity of diamonds has historically dictated their market value, and most of the conversation surrounding a diamond’s value has revolved around where (and how rare) it came from, and how large it was. While craftsmanship has always been important, it has often remained secondary, simply supporting the diamond rather than receiving the buyer’s focus.
As lab-grown diamonds begin to enter the market in greater numbers, the conversation surrounding them is also changing. With an increasing supply of diamonds, being a differentiating factor in jewellery becomes much more about design, craftsmanship, and the quality of work than about rarity.
For artisans, this shift means that the focus of making jewellery has returned to the craft itself.
From a technical perspective, lab-grown diamonds do not affect the fundamentals of jewellery making. They will continue to have the same hardness, brilliance, and structural properties that natural diamonds do; therefore, using traditional setting techniques, including precision settings, pavé work, micro-setting, and polishing, will be just as essential. While the tools may be more modern, the knowledge to work with diamonds continues to be based on many years of training and experience.
The major change comes with the new opportunities presented by working with lab-created stones.




Designers are utilising the increased access to stones to try new layouts incorporating a greater focus on symmetry, scale and intricate detail. As jewellery changes, so does its craftsmanship. Today, with designs that involve numerous stones, layered settings, and modern silhouettes, artisans must have an intentional focus on the structural integrity and balance of the pieces being created, elevating their role more than ever before.
As we see craftsmanship play a supporting role to design when jewellery becomes design-centric, the specifics of how stones are aligned, how strong the setting is, and how well metal surfaces are finished will have an impact on how a piece looks, feels, and holds up over time; and therefore, they cannot be replicated with technology alone.
This change also highlights the importance of India’s historical craft traditions. Surat’s experience in the production of diamonds has established it as a leading force in the world of fine jewellery. This industry relies heavily on a team of talented craftsmen and manufacturing expertise, which plays a very important role in the overall development of jewellery that uses natural as well as lab-grown diamonds.




The introduction of lab-grown diamonds offers a fresh new direction for many artisans, as well as introducing something new into the world of fine jewellery. As it becomes less critical to know where a stone comes from, knowing the quality of the craftsmanship around a piece of jewellery will become increasingly essential. Design integrity, structural engineering, and finishing standards will all contribute to defining the real value of a finished piece.
Therefore, there is an opportunity for artisans; thoughtful design with precise execution requires a high level of technical proficiency. The better the craft, the more evident the difference is.
With the rise of lab-grown diamonds, the discussion about value will slowly evolve to include what has always been considered great jewellery: the skill, time, and craftsmanship it takes to create a piece of art from a design.
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