At a time when transparency and ethical sourcing are becoming increasingly important to luxury shoppers, new data reveals a gap between what consumers expect and what they are told. More than two-thirds of US consumers say knowing where a diamond comes from influences their likelihood of buying, yet only 27% of past purchasers recall being told the specific country of origin.
Price and craftsmanship lead purchasing priorities
ORIGIN De Beers Group has released its inaugural Provenance Awareness Index, a data-led benchmark examining how today’s consumers define value when purchasing a diamond. Based on responses from 5,000 US consumers, the research segments responses by age, gender, income, and purchase history.
Traditional priorities continue to dominate purchasing decisions, but ethical considerations are also shaping consumer trust. Price remains the primary consideration, with 37% of respondents citing value for money as their top criterion, followed by 29% who prioritise craftsmanship. Meanwhile, 16% of shoppers place clear origin information above all else, highlighting demand for greater transparency and traceability when buying diamonds.
Generational shifts and the retail point-of-sale gap
The study reveals uneven awareness and inconsistent communication at the point of sale. Overall, 56% of respondents know that diamonds can be traced to specific regions, while 44% do not. When past buyers were asked what information they received at the point of purchase, 27% reported being given specific country details, 22% were told only a general region, 17% received no information at all, 12% could not recall what they were told, and 3% heard details relevant to lab-grown stones.
Demographic data shows a distinct generational shift in expectations. Younger buyers aged 18–34 are more likely to receive detailed provenance information and be influenced by it. Older consumers, meanwhile, report receiving no origin details and frequently rely on retailer reputation and tradition instead.
Industry implications and ethical sourcing
ORIGIN’s Head of Brand, Anouk Lange, stated that the results “demonstrate how modern consumers are balancing heart and head.” She noted that people still expect fair pricing and exquisite craftsmanship but also want to know the story behind their jewellery. By providing transparent information about each diamond’s journey from mine to showroom, ORIGIN can help customers make choices that honour both their values and their investment.
“For the industry, this is a clear signal that transparency is no longer optional, but expected,” Lange added, noting that the index will become an annual benchmark, tracking shifts in awareness and highlighting progress as more retailers adopt comprehensive provenance protocols.
ORIGIN has long emphasised responsible sourcing through its Best Practice Principles and the Tracr blockchain platform, which records diamonds from discovery in countries including Botswana, Canada, Namibia, and South Africa. ORIGIN diamonds carry verified origin details, allowing buyers to access information about each stone’s journey and associated community impact.
As the diamond sector faces growing scrutiny over supply chain transparency, the findings suggest that providing specific country of origin details could help retailers meet buyer expectations, particularly among younger shoppers who prioritise provenance alongside traditional purchasing factors.