The Diamond Revolution: Investment Opportunities in the Evolving Engagement Ring Market

The engagement ring market is undergoing a seismic shift, driven by a collision of generational values, technological innovation, and financial pragmatism. For investors, this transformation presents a golden opportunity to capitalize on retailers that are not just adapting to change but leading it. At the heart of this evolution are two forces: the meteoric rise of lab-grown diamonds and the emergence of shared-purchase models that redefine ownership. Let's dissect how these trends are reshaping the industry-and which companies are best positioned to profit.

The Lab-Grown Diamond Tsunami

By 2025, lab-grown diamonds (LGDs) have become the dominant force in the engagement ring sector. According to a report by Accio, over 45% of U.S. engagement ring purchases featured lab-grown stones in 2024, with the figure projected to hit 52% by 2025. This surge is fueled by Gen Z and Millennials, who prioritize affordability, ethical sourcing, and sustainability. LGDs now cost 80–90% less than natural diamonds, enabling consumers to buy larger or higher-quality stones for the same budget. Technological advancements in production methods like HPHT and CVD have further stabilized supply and reduced prices, creating a self-reinforcing cycle of demand according to industry data.

The market is now bifurcating into premium and commercial segments. Premium LGDs-stones above 2 carats with top clarity and color grades-are maintaining price stability, while the commercial segment (0.5–2 carats) faces price pressure but remains competitive against alternatives like cubic zirconia according to market analysis. This segmentation is critical for investors: the premium segment, with its focus on design and branding, offers higher margins and resilience, whereas the commercial segment thrives on volume and affordability.

Shared-Purchase Models: Ownership 2.0

Beyond the diamond itself, consumer behavior is shifting toward flexibility. Shared-purchase models-rentals, subscriptions, and collaborative ownership-are gaining traction, particularly among younger buyers.

Signet Jewelers, parent company of Kay, Zales, and Jared, has leveraged LGDs to drive growth in fashion jewelry, where lab-grown stones now account for 15% of sales. The company's strategy of pairing LGDs with premium pricing has boosted average unit retail prices by 12% in Q3 2026.

Startups like GOODSTONE and Quince are also capitalizing on customization and transparency. GOODSTONE's fully custom model-where clients design rings from scratch with CAD renderings and lifetime guarantees-has positioned it as a disruptor in the ethical jewelry space. Quince, meanwhile, offers high-quality, affordable engagement rings that align with the budget-conscious ethos of Gen Z according to industry reports. These companies reflect a broader trend: consumers no longer want to settle for generic designs or opaque sourcing. They demand control, ethics, and value.

Financial Performance: Who's Winning?

Signet's financials underscore the potential of LGDs. In Q3 2026, lab-grown diamonds accounted for 15% of fashion jewelry sales and 40% of bridal band business, driving same-store sales growth of 3%. The company's "Grow Brand Love" strategy-focusing on trend-driven assortments and responsible sourcing-has paid off, with margins expanding as LGDs offset declining wholesale costs according to financial reports.

While GOODSTONE and Quince lack public financial disclosures, industry data paints a bullish picture. The global LGD market, valued at $14.28 billion in 2024, is projected to grow at a 16.39% CAGR through 2032, reaching $48.10 billion. Startups in this space are leveraging digital platforms and AI-driven customization to capture market share, with U.S. online jewelry sales hitting $16.8 billion in 2025 according to market analysis. For investors, this means early-stage bets on agile, tech-savvy retailers could yield outsized returns.

Risks and Resilience

No investment is without risk. Lab-grown diamonds retain only 20–40% of their purchase value in resale markets, compared to 50–70% for natural diamonds. Additionally, the commercial LGD segment remains vulnerable to oversupply and price wars. However, the premium segment's focus on branding and design mitigates these risks, as does the broader market's tailwinds: rising disposable incomes, cultural shifts toward sustainability, and the normalization of digital commerce according to market research.

The Bottom Line

The engagement ring market is no longer about tradition-it's about transformation. Retailers that embrace lab-grown diamonds and shared-purchase models are not just surviving; they're thriving. Signet's strategic pivot, GOODSTONE's customization ethos, and Quince's affordability-first approach all point to a future where ethics, technology, and flexibility reign supreme. For investors, the message is clear: the next diamond rush isn't in the mines-it's in the minds of a new generation of consumers.