Diamonds remain the foundation of fine jewellery across markets, but what drives their success today goes beyond the traditional 4Cs.

1. What Matters Most Today

• Brilliance & visual appeal matter more than technical perfection
• Buyers are increasingly open to flexible quality ranges if the design is strong
• Shape and proportion influence sellability as much as grading

2. Natural vs Lab-Grown

• Natural diamonds → Emotional value, legacy, higher price positioning
• Lab-grown diamonds → Accessibility, larger sizes, strong retail movement

Most retailers today benefit from carrying both, depending on customer segments.

3. Shapes That Consistently Perform

• Round → Highest demand, safest seller
• Oval → Modern + elongating, strong retail pull
• Emerald → Clean, premium appeal
• Pear / Marquise → Differentiation with character

4. Commercial Takeaway

• Focus on balanced quality, not just high grades
• Build variety across shapes and price points
• Prioritise design + presentation over specs alone