The world of gemstones is always evolving, with new trends in specific stones emerging every year
2025 will be no different, but a much broader, overarching trend is becoming apparent: a rise in interest in coloured gemstones due to uncertainty about the position of diamonds in consumer markets.
For many consumers, the appeal and cachet of diamonds have been undermined by the ubiquity of cheap synthetic diamonds. The rise of synthetic diamonds has fueled the downward trajectory of both natural and synthetic diamond prices. The trade price of synthetic diamonds has dropped by around 90% over the past five years, and natural diamonds by approximately 30%. The downward spiral of diamond prices continues, with Martin Rapaport predicting a price drop to approximately $10-$15 per carat trade for synthetic diamonds. This trend is fueling a new shift: a broad, increased interest in natural, coloured gemstones.
With reports that more than half of new engagement rings incorporate synthetic diamonds and newspaper articles such as The Economist’s "Don't Propose with a Diamond," for some, the shine has truly come off the traditional marketing of diamonds as rare and exclusive. We are finding a new audience of discerning consumers, including those looking for engagement rings, shifting their focus away from diamonds to coloured gemstones, seeking something more individual, unique, and distinctive. Coloured gemstones provide a personalized and unique aesthetic that diamonds, particularly synthetic ones, cannot replicate in the same way.
Individuality and Personalization
The bulk of demand is still for sapphires, emeralds, and rubies, with requested sizes also edging upwards, with 2–3 carat stones being very popular. Any additional diamonds are almost always natural, as customers do not want to "sully" their beautiful natural stone by placing it alongside synthetics.
Certification is now expected for these stones, not just to identify treatments but often simply to confirm for customers that the material is natural, not synthetic. This is probably a symptom of the uncertainty and confusion we are seeing in the jewelry market regarding what is natural and what is not.