8 in 10 consumers plan to buy natural diamond jewellery in 2025

Over 90% of respondents intend to purchase a gift this year.

Eighty percent of consumers are set to purchase natural diamond jewellery in 2025, according to a new survey by NielsenIQ (NIQ).

The study, which surveyed over 1,300 people, found that over 90% of respondents intend to purchase a gift this year.

Birthdays are the most popular occasion for giving and receiving gifts, with 77% of respondents wishing for natural diamond jewellery.

Additionally, gifting remains a cherished tradition, especially for occasions like birthdays (58%), anniversaries (40%), and holidays (31%). Natural diamonds are highly valued, with 89% of respondents saying they are essential for jewellery.

The survey also found that 93% of consumers intend to buy gifts for upcoming events in the next 12 months, and 87% are excited about receiving gifts. While partners and spouses remain the most common recipients (50%), a growing number of consumers (55%) are embracing the trend of self-gifting.

Amongst the most popular gift choices, sparkling jewellery takes the lead, with 67% of respondents ranking it among their top three gifting preferences, and 34% selecting it as their number-one choice. Other popular options include travel (22%), fashion, accessories, and bags (20%), and electronics (14%). Interestingly, when it comes to receiving gifts, jewellery remains the most desired item (44%), ahead of travel (19%) and fashion (16%).

In terms of jewellery preferences, respondents gravitate toward rings, necklaces, earrings, and bracelets. When choosing natural diamonds, key factors such as the classic 4Cs—carat, color, clarity, and cut—are most important for 72% of consumers, followed by price (53%) and certification (49%). Design and origin are also significant considerations, with 46% and 31% of respondents prioritising these factors, respectively.

The report also found that social media is the main source of information for 40% of consumers, and 81% plan to make their diamond purchases in physical stores.