In June, jewelry sales increased by 3%, continuing a five-month upward jewelry trend. Despite declining unit sales, consumers’ average expenditure is increasing. Diamond jewelry sales were slow in June, while demand for pearls continued to rise.

June Sales Rise

Total jewelry sales increased in June as American shoppers continued to flock to jewelry stores for high-end jewelry items and the counter attention that is more common at a specialized jewelry counter than in a department store or online.

The increase in sales coincides with a decrease in the quantity of jewelry pieces sold. The benefit of this is that people spend more for less, which is extremely connoisseur-like behavior.

The disadvantage of this jewelry purchasing trend is that an increasing percentage of customers purchase jewelry from multi-item stores, which often sell lower-cost items. This results in a loss of unit market share.

This is the fifth consecutive year that unit sales have declined.

Key Jewelry Trends

Rising expenditure is a significant and ongoing jewelry trend. Overall, spending per unit increased 10% in June and 5% year to date.

In June, the average price of diamond jewelry increased by 9%. In the first half of 2025, the average spend increased by 2.3%. The trend is being driven by a growing fall in spending on lower-priced items.

A similar trend is evident in jewelry set with sapphires and other gemstones.

Of course, the same trend is visible in gold jewelry, which is driven by rising gold prices. However, buyers paid more per piece for platinum and silver jewelry.

Another long-term jewelry trend is the reduction in popularity of conventional round-shaped diamonds, which now account for 52% of diamond sales. Ovals are becoming increasingly popular, accounting for one-fifth of total sales.

The most prominent jewelry trend is the increase in lab-grown jewels. This jewelry trend is heading in the other direction, with increasing unit sales and decreasing average prices.

A Turnaround in H1 2025

The first half of 2025 saw a 5% gain in revenue and an 8.5% increase in average unit pricing. This represents an improvement over the flat sales jewelers experienced in the first half of 2024.

One way jewelry stores did this was by increasing their gross margins.

Gold jewelry performed particularly well in the first half of the year, rising by a low double digit despite a fall in unit sales. The average price of gold jewelry increased dramatically over that period, continuing the surge that began in 2020.

Finished jewelry Sales Revenue Up 3%

Sales of finished jewelry remained favorable in June, rising 3.3%, with an 11% increase in average retail price. Bracelets saw the greatest growth in revenue, up nearly 10% year on year.

Another recent jewelry trend has been an increase in demand for bracelets, gold, diamonds, and lab-grown diamonds. While overall unit sales are dropping, there is rising demand in the $1,000 and higher price categories, particularly between $7,500 and $10,000.

Finished Diamond Jewelry Declined

Sales of finished jewelry with natural diamonds fell in June, reversing a recent trend. Year to date, sales revenue has climbed by 3%.

However, certain categories are in high demand. Revenue from diamond-set pendants increased by a high single digit in June. Bracelets and necklaces also saw increased sales in June and the first half of the year.

Demand for finished diamond jewelry is converging into a narrowing price range, currently of $2,500 and above. This trend began earlier this year and is primarily driven by rising demand for finished jewelry set with lab-grown diamonds.

Finished LGD-Set Jewelry Trending Up

Demand for LGD jewelry is steadily increasing, with revenue and unit sales rising by more than 30% in June.

The downward trend in pricing continues, but at a slower rate. In June, prices fell 4%, after decreasing 7% in the first half of the year.

Sales are up across the board, with low-cost items selling for under $250. Bracelets priced under $500 are in high demand.

Loose Diamonds Are Mixed

In June, there was a mixed demand for loose natural diamonds. Beyond the increase in overall revenue and average purchase price, as well as the decrease in unit sales, a number of trends emerge.

In June, the average carat weight rose to 1.50 carats, up from 1.40 carats in 2024.

Diamonds have lingered in inventory for two years, up from 12 to 18 months in the past. As a result, inventory levels gradually increased. The percentage of memo goods is rising, and additional market share is lost to loose lab diamonds.

This shows that, while consumer demand remains stable, more work must be done to grow it into new demographics while protecting existing territory.

The most significant information about loose natural diamonds is largely hidden. Sales revenue in June has been declining for several years. On a month-to-month basis, this makes sense and is part of the market’s cycle. However, after COVID, June sales have decreased year after year till now. Hopefully, this is a positive indicator for an improving market.

Tenoris News

We’ve got some fantastic news to share. We now have weekly retail sales figures. Every Monday, we’ll offer the previous week’s diamond and jewelry retail data.

With the June data, we achieved a significant milestone. To date, we have tracked $20 billion in US jewelry retail sales. This is an unrivaled resource for tracking jewelry trends and staying ahead of the competition. Ask for a demo today.