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.
What happened
Natural Diamond Council · Natural diamond industry repositioning for Indian Gen Z and millennial buyers, who now drive 51% of diamond market value. Jewellers
Key facts
- Gen Z 25-30% of population
- 43% household consumption influence
- $200B Gen Z earnings
- 51% diamond market value
- Rs198,000 avg price
- 12% global demand share
- 52% daily wear
Why this matters
Scout bolt-ons in lab-grown, traceability tech and digitally-native everyday-diamond brands to plug into legacy jewellers' Gen Z gap before NDC-aligned incumbents consolidate the Rs1.98L ticket segment.