On World Diamond Day, De Beers Group outlined a shift in India’s natural diamond consumption pattern, with increasing adoption of diamonds as part of everyday wear rather than occasion-led purchases.

The company noted a transition from “locker luxury” to daily usage, reflecting evolving consumer preferences. Regionally, North India leads with a 30% market share, followed by South India at 29%. East and West India account for 23% and 18% respectively, indicating broader nationwide participation.

Consumer behaviour is also shifting towards self-purchase, particularly among women. This trend is linked to rising financial independence and changing attitudes towards ownership. Tier 1 cities contribute 41% of this consumer base, while Tier 2 and Tier 3 cities account for 17% each, highlighting growing penetration beyond metropolitan markets.

The shift is influencing wedding jewellery buying patterns as well, with brides increasingly involved in selecting and purchasing their own diamond jewellery. This marks a move away from traditional gifting-led consumption.

De Beers also pointed to increasing consumer awareness around authenticity and sourcing, contributing to sustained demand for natural diamonds. The company stated that natural diamonds continue to hold relevance as long-term assets, supported by their origin and rarity.

The evolving consumption pattern indicates an expansion of use-cases for natural diamonds, presenting opportunities for retailers and manufacturers to align product offerings with everyday wear preferences.