DiamondBuzz
LGDs dominate engagement ring segment, 239% increase since 2020: The Knot
Price stability may unlock deferred demand, while investment demand persists and wedding-related purchases support jewellery sales.
The traditional diamond industry just got a serious wake-up call. According to the latest data from The Knot, 2025 marked the official “takeover” of lab-grown diamonds in the engagement ring market. Couples are ditching the natural pipeline in favor of LGD stones that offer more sparkle for fewer dollars.
Here is the breakdown of how the engagement ring landscape shifted over the last year.
The Lab-Grown Revolution
The numbers don’t lie: synthetic stones are no longer a “budget alternative”—they are the primary choice.
- Market Dominance: 61% of couples chose a lab-grown center stone in 2025.
- The Growth Factor: That’s a staggering 239% increase since 2020.
- The “Why”: It’s a mix of economic pragmatism and evolving values. In fact, 40% of buyers specifically sought out lab-grown stones for ethical or personal reasons.
Spending vs. Size: The Great Trade-Off
While couples are spending less on average, they are walking away with much bigger rocks.
| Feature | Lab-Grown (Avg) | Natural Diamond (Avg) |
| Average Cost | $4,300 | $7,000 |
| Carat Size | 2.0 cts | 1.6 cts |
| Top Shape | Oval | Round |
Bottom Line: The average total spend on rings dropped from $5,200 in 2024 to $4,600 in 2025, yet the average stone size grew from 1.7 to 1.9 carats. Essentially, couples are getting “more for less.”
Style Trends: Yellow Gold is Back
It’s not just about the stone; the “look” of the ring is evolving too.
- Metal Magic: Yellow gold is the undisputed champion at 39% demand (a 140% jump over five years), while white gold continues to lose its luster.
- The Silhouette: Solitaire settings remain the top pick (38%), emphasizing the “big stone” aesthetic.
- Shape Shifters: While Round is still the #1 shape overall (26%), Ovals are hot on its heels at 25%. Emerald, princess, pear, and marquise shapes follow behind at 8% each.
- The Personal Touch: 90% of couples opted for custom designs or edits—the “cookie-cutter” ring is officially out.
The Shopping Experience: High-Tech Stones, Old-School Service
Despite the rise of lab-grown tech, couples still want a “main street” experience.
- In-Person Preference: Over 50% of couples say shopping in person is a must.
- The Hunt: On average, proposers visit two retailers and look at 10 different rings before pulling the trigger.
- Final Click vs. Handshake: 64% of purchases were made in-store, with only one-third of couples buying online.
DiamondBuzz
De Beers Reimagines The Bridal Market With “Desert Diamonds.”
Brown and Yellow Diamonds Are Being Repositioned As Rare, Emotionally Resonant Alternatives To Traditional Colorless Stones
On April 13, 2026, De Beers officially expanded its “Desert Diamonds” concept into the bridal sector, introducing a sophisticated palette of lighter, warmer-toned diamonds. This strategic move follows the successful October 2025 launch of the Ombre range, aiming to redefine luxury for modern couples who prioritize authenticity and individuality. The Desert Diamonds bridal launch in the US offers solitaire rings, three-stone rings, diamond bands, and eternity-style pieces, with prices undisclosed.
Strategic Shift & Product Offerings
Historically undervalued, brown and yellow diamonds are being repositioned as rare, emotionally resonant alternatives to traditional colorless stones. The new bridal collection features:
- A Subtle Palette: Soft sand, warm white, and gentle champagne hues.
- Classic Formats: Solitaires, three-stone rings, and eternity bands.
- Designer Collaborations: Over 60 designers, including Kindred Lubeck, have contributed to the line to ensure a diverse, accessible aesthetic.
Cultural & Marketing Impact
The collection leverages significant cultural momentum, bolstered by celebrity endorsements, most notably Bad Bunny, who wore a bespoke Desert Diamond during the 2026 Super Bowl. De Beers is utilizing an integrated marketing campaign to frame these stones as symbols of a couple’s unique journey. By treating “Desert Diamonds” as an industry-wide program, De Beers seeks to reignite global desire for natural diamonds through personal storytelling and modern rarity.
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