The Plumb Club Industry and Market Insights 2025 reveals that shoppers are increasingly aware of, and more open to, lab-grown gem options. This, despite the industry having many different opinions on the subject. The consumer survey, completed with over 2,000 jewelry buying ,consumers across the county, shows a definite upswing among customers compared to only 2 years prior and provides retailers with insight and direction for business planning.

84% of consumer respondents said they are aware of the choice of lab-grown diamonds in fine jewelry. The 2025 survey noted an increase of 13% from the 2023 survey in customers who feel they know the differences between natural and lab-grown diamonds and a decrease of 15% in customers who feel they do not know the difference. 49% said they are not confident of the differences.

The survey highlights that for lab-grown gems, such as rubies, emeralds and sapphires, 83% of customers say that if they learned the gems were chemically, optically and physically the same as their mined counterparts they would be open to buying them. Regarding the openness to receiving lab-grown diamonds in jewelry, other than engagement and bridal pieces, 83% say that they are. 74% said they would be open to receiving a lab-grown diamond for an engagement ring.

Price consideration is a determining factor for 31% of consumers considering a lab-grown diamond or lab-grown diamond engagement ring, while getting a higher clarity or color of diamond is the determining factor for 30%.

When it comes to preference for a diamond’s origin, 37% of respondents say they do not have enough information to make the decision between natural or lab-grown. 33% said they would prefer a lab-grown and 30% said they would prefer a natural diamond. When comparing two diamonds of the same cut, color, quality and size, 49% of respondents said they would prefer a natural diamond.

The insights shared here are part of a multi-faceted research study initiated by The Plumb Club with the assistance of Paola Deluca, The Futurist, and Qualtrics, a world-renowned survey and analytics firm. The study was conducted with a sampling of over 2,000 men and women from the ages of 25 – 60 with a balanced demographic and psychographic mix across the US with the goal of understanding how individuals engage with jewelry. Respondents had all attended some college or higher and had a combined household income of at least $75K/year. Additional information from this expansive research will be shared over the next several weeks.

The research document will be shared in its entirety during the JCK Las Vegas Show with a presentation on Saturday, June 7 2025.