Gen Z rewrites diamond playbook: 51% of market value, everyday wear over heirlooms
Natural Diamond Council and jewellers Kirtilals, Anmol, BlueStone and De Beers are repositioning for Indian Gen Z and millennials, who drive 51% of diamond value and prefer daily-wear pieces (52%), traceability and self-purchase. Avg ticket Rs1.98L; India holds 12% of global demand.
Natural diamond industry repositioning for Indian Gen Z and millennial buyers, who now drive 51% of diamond market value. Jewellers like Kirtilals, Anmol and BlueStone shift toward everyday wear, traceability, self-purchase narratives and digital experiences.