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Tenoris Report: 5% rise in jewellery sales in H1 2025

Gold jewellery led category growth with low double-digit revenue gains

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The jewellery market posted a healthy 5% revenue growth in H1 2025, according to Tenoris, sustained by a steady five-month rise and a 3% increase in June sales. While the total number of pieces sold declined, consumers spent more per item, leading to a 10% surge in expenditure per unit in June and higher average prices across diamond, sapphire, gold, platinum, and silver jewellery.

Lab-grown jewels stood out, recording higher unit sales despite falling average prices, reflecting shifting consumer preferences. Round diamonds, though still dominant at 52% of sales, are gradually losing ground to oval shapes, which now account for 20%.

Finished jewellery also performed well, especially bracelets, which saw nearly 10% year-on-year revenue growth. Demand is strengthening in higher price segments, notably items priced between $7,500 and $10,000.

Natural diamond jewellery sales dipped in June but rose 3% year-to-date, driven by demand for pendants, bracelets, and necklaces above $2,500, often featuring lab-grown diamonds. The loose natural diamond market saw higher average carat weights but longer inventory turnover, while lab-grown loose diamonds continued to capture market share. Overall, the industry is rebounding from flat sales in H1 2024 and is focused on tapping new consumer demographics to sustain momentum.

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Natural Diamonds Cut In Europe Will No Longer Face US Import Tariffs, Decision Is Expected To Benefit Antwerp

The Main Reason Was That The US Does Not Have A Domestic Diamond Mining Or Cutting Industry That Needs Protection From European imports.

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Natural diamonds cut in Europe will no longer face US import tariffs after the US government removed the 10% duty that had been in place for the past six months.

The decision is expected to benefit Antwerp, Europe’s largest diamond cutting and trading hub. According to the Antwerp World Diamond Centre (AWDC), Belgium exported $2.1 billion worth of polished diamonds to the US in 2024.

The exemption was first introduced in September 2025 after discussions between the AWDC and the European Commission. The main reason was that the US does not have a domestic diamond mining or cutting industry that needs protection from European imports.

The reasons for granting the exemption remain unchanged- no diamonds are mined or cut in the US, so there is no local industry that requires tariff protection.

The earlier exemption ended in February 2026 after the US Supreme Court ruled that President Donald Trump’s reciprocal tariffs under the International Emergency Economic Powers Act (IEEPA) were unlawful. The US government then imposed a temporary 10% import surcharge under Section 122 of the Trade Act, which also applied to European polished diamonds.

After this surcharge expired on July 24, the US introduced new tariffs under Section 301 of the Trade Act. These tariffs target countries that do not have adequate measures to prevent imports linked to forced labor. However, natural diamonds cut in Europe have been exempted from these tariffs.

According to the US Trade Representative (USTR), the European Union is still strengthening its forced-labor regulations, which are expected to be fully implemented by December 2027.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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