DiamondBuzz
JCK Las Vegas Reveals K-Shaped Diamond Recovery, Scarcity Drives 2-Carat+ Prices
This Bifurcation Appeared More Intense Than At Last Year’s Fair, Driven Primarily By Production Cuts That Have Created Genuine Scarcity In Larger Stones
The 2026 JCK Las Vegas show highlighted a pronounced bifurcation in the diamond market, with strong demand for natural diamonds 2 carats and larger contrasting sharply with sluggish sales for stones under 2 carats. This “K-shaped” recovery reflects broader economic trends where wealthier consumers continue purchasing high-end natural diamonds while budget-conscious buyers increasingly turn to lab-grown alternatives.
Diamonds weighing 2 carats and larger experienced strong, brisk trading characterized by positive sales figures, serious buyers, and vendors successfully closing deals, while stones under 2 carats faced slow, mixed results where classic “bread-and-butter” engagement-ring center stones from 0.70 to 1.20 carats proved difficult to move. This bifurcation appeared more intense than at last year’s fair, driven primarily by production cuts that have created genuine scarcity in larger stones after a year of short supply depleting pipeline inventory.
The diamond market is showing notable shifts in natural versus lab-grown dynamics at JCK Las Vegas 2026. While the lab-grown section attracted high footfall at the show, natural diamond sellers report that consumers and jewelers are slowly returning to mined products. This trend was already evident at the Continental Buying Group show in Las Vegas the previous week, where retailers actively sought to replenish their natural diamond inventory in 1-, 1.50-, and 2-carat sizes after years of being lab-centric.
Many store owners who had not invested in natural diamonds for years suddenly realized they were starting to see demand for mined stones return again, indicating a potential turning point in consumer preferences despite the continued popularity of lab-grown alternatives.
DiamondBuzz
Alrosa Launches Its First Long-Term Natural Diamond Promotion Programme Extending Through 2030
The Programme Brings Together Generic Marketing, Consumer Awareness Initiatives, Retail Support and Policy Advocacy To Reinforce The Value Proposition Of Natural Diamonds
Alrosa has launched its first long-term Natural Diamond Promotion Programme extending through 2030, marking a strategic effort to strengthen consumer demand for natural diamonds across major global jewellery markets.
The programme and policy advocacy to reinforce the value proposition of natural diamonds. Central to the strategy is the promotion of qualities such as rarity, authenticity, individuality, emotional significance and lasting value.
Designed as an omnichannel initiative, the programme will leverage digital platforms, in-store experiences and targeted consumer engagement campaigns. Alrosa plans to focus particularly on markets within the BRICS and Eurasian Economic Union (EEU) regions, with Millennials and Gen Z consumers identified as key audiences. The strategy also seeks to encourage new purchasing occasions, including self-gifting and milestone celebrations.
A significant pillar of the programme is consumer education aimed at clarifying the distinctions between natural and synthetic diamonds. Planned actions include support for consistent industry terminology, transparent product disclosure and enhanced detection capabilities at the retail level to help consumers make informed purchasing decisions.
Pavel Marinychev, CEO and Chairman of the Management Board of Alrosa, said:
“A natural diamond is a symbol of authenticity and significant lifetime moments. Our goal is to protect the unique properties of natural diamonds, honestly explain the differences between them and alternatives to consumers, help them make informed choices, and ultimately invest in the future and sustainable development of our entire category: from diamond mining to retail.”
The initiative complements recently introduced Russian regulations that require laboratory-grown products to be marketed as “synthetic” and restrict the use of traditional diamond terminology and grading standards for such products.
According to Alrosa, the programme is designed to support stakeholders across the diamond pipeline—from mining and manufacturing to retail—while enhancing consumer confidence and fostering sustainable long-term demand for natural diamond.
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Alrosa Launches Its First Long-Term Natural Diamond Promotion Programme Extending Through 2030
JCK Las Vegas Reveals K-Shaped Diamond Recovery, Scarcity Drives 2-Carat+ Prices
The Cut of a Champion- A limited edition Forevermark X SKY Diamond Pendant in collaboration with Suryakumar Yadav
Alrosa Launches Its First Long-Term Natural Diamond Promotion Programme Extending Through 2030
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DiamondBuzz5 hours agoAlrosa Launches Its First Long-Term Natural Diamond Promotion Programme Extending Through 2030
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