Diamonds have embodied love and longevity for many centuries. Amid uncertainties, the diamond once again takes pride of place in the jewellery world – this time epitomising resilience in the face of adversity and the beauty of human connection. 

A highly favoured gem to honour milestones, diamonds often adorn bridal jewellery collections and other celebratory pieces. Now more than ever, diamonds are expected to give new meaning to life and relationships. 

Stephen Lussier, executive vice president of consumer and brands at De Beers, commented, “With so many people being separated from their loved ones in recent months, diamonds will play a more important role than ever in helping celebrate the connections that are so important in our lives.” 

Evgeny Agureev, deputy CEO of Alrosa, echoed this sentiment, adding that consumers’ strong affinity for natural diamonds could propel demand in the third quarter of the year.

“We deal with a rare and limited natural resource, and consumers attach a high emotional value to natural diamonds,” he added.