72          STATE OF THE MAJORS 2026
THE STATE OF
DIAMONDS 
JEWELRY 
DESIGN
COLORED 
STONES
FORWARD
THEWAY
The jewelry industry is reassessing its positioning and 
messaging as Gen Z reshapes the retail landscape and lab 
grown continues to gain market share.
BY AVI KRAWITZ
De Beers Group hopes to reignite 
interest in natural diamonds through 
its new “beacon” program, “Desert 
Diamonds,” which promotes off-white, 
brown, and yellow stones.
RETAIL

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