Archive · 27 Dec 2025
Gen Z and self-purchase reshape India's diamond market
In India, more young people and women are buying diamonds for themselves instead of waiting for special occasions like weddings.
This change is because they see diamonds as a way to express their personal style.
A big study by De Beers found that 64% of women now buy diamonds for themselves, and 51% of diamond jewelry buyers in 2024 were from Gen Z. These younger buyers care about things like sustainability and the impact of their purchases.
De Beers, a famous diamond company, is changing its marketing to focus on modern rituals like celebrating friendships and personal achievements.
They also want to become carbon neutral by 2030.
Right now, about 11% of people in India buy diamonds, but De Beers wants to increase that to 15% in the next few years.
64% of women in India now buy diamonds for themselves, shifting from traditional gold purchases.
Gen Z accounted for 51% of natural diamond jewelry purchases in 2024, driven by interest in sustainability and personal impact.
De Beers is shifting its marketing focus from weddings to modern-day rituals like celebrating independence and friendships.
De Beers aims to increase diamond market penetration in India from 11% to 15% over the next three years.
The company is also pushing its Building Forever program, targeting carbon neutrality by 2030.
- Who
- Younger consumers, particularly Gen Z and women in India
- What
- A shift in diamond buying behavior towards self-purchase and personal expression
- When
- Currently and projected for the next three years
- Where
- India
- Why
- Due to changing preferences for personal style, sustainability, and individual milestones
- Primary Category
- BUSINESS
- Secondary Category
- Jewelry
- Tertiary Category
- Diamonds
- Quaternary Category
- Market Trends
- Current Diamond Market Penetration in India
- 11%
- De Beers' Target Penetration
- 15% in next 3 years
- Percentage of Women Buying Diamonds for Themselves
- 64%
- Gen Z's Share of Natural Diamond Jewelry Purchases in 2024
- 51%
- De Beers' Carbon Neutral Target
- 2030