De Beers Group: New Research Highlights Key Trends Shaping How Younger Generations Perceive, Research and Buy Diamonds


Ethical assurances, branded offerings, ‘phygital’ retail and Web3 experiences will define the new diamond world

LONDON, UK – Media OutReach – 1 November 2022 – Ethical assurances, ‘phygital’ retail strategies, branded offerings and Web3 experiences are key trends shaping how diamond consumers – in particular Gen Z – perceive and engage with diamond jewellery, according to new research published today by De Beers Group in the 2022 Diamond Insight Report, titled A new diamond world: bringing trusted brands to new generations in a digital age.

Building Forever,’ a holistic and integrated approach for creating a better future – where safety, human rights and ethical integrity continue to be paramount; where communities thrive and the environment is protected; and where there are equal opportunities for all. De Beers Group is a member of the Anglo American plc group. For further information, visit .