Plumb Club Research Shows Growing Awareness and Acceptance of Lab-Grown Gems

Lab-grown diamonds and gems continue to be a hot topic in the jewelry industry with many industry suppliers and jewelry retailers choosing differing sides on the category’s viability. However, new consumer research commissioned by The Plumb Club reveals that shoppers are increasingly aware of, and more open to, lab-grown options.

The Plumb Club Industry and Market Insights 2025 is the most recent iteration of the Club’s bi-annual research study and consumer survey, which is in the process of being released to help retailers understand market shifts and take advantage of consumer changes. The survey was done with over 2,000 jewelry consumers to identify new trends and buying habits.

According to the report, consumer openness to receiving lab grown diamonds or gemstones is consistently high across merchandise categories. When it comes to lab-grown gemstones (rubies, emeralds and sapphires), 83% of consumers said that, if they learned that lab-grown gemstones were the same chemically, optically and physically to their mined gemstone counterparts, they would be open to buying them. For diamond pieces other than engagement and bridal jewelry, 83% said they would be open to receiving lab-grown diamonds. Although the percentage drops slightly for an engagement ring, still, a significant number, 74% say they would be open to receiving a lab-grown diamond in this category.

These robust levels of openness to receive lab-grown gems in jewelry may be partially based upon the rising consumer awareness of the category in general, as well as a growing knowledge of understanding the similarities and differences between natural and lab-grown gems. 84% of respondents noted that they are aware of the choice of lab-grown diamonds in fine jewelry. There was a significant rise (+13%) between this survey and the previous 2023 survey in consumers who feel they know the differences between natural and lab grown diamond and a decrease (-15%) in the number who feel they don’t know the differences. That said, there is still immense opportunity for consumer education in the category as 49% say they are not confident of the differences between the two. 45% (up slightly from the previous survey) agree with the definition of lab-grown diamonds as being “identical to a natural diamond in composition and appearance, but created in a lab.”

Of the customers who would consider buying a lab-grown diamond or lab-grown diamond engagement ring there are some determining factors of that purchase. 31% of customers say that price is the determining factor for them, while 30% say that getting a higher clarity or color diamond would be their reason. From the previous Plumb Club Industry and Market Survey 2023, this represents an increase (+7%) in consumers who are more interested in getting better quality of stone, and a decrease (-14%) in that customer’s consideration of price.

Preference for diamond origin was a little more evenly split when respondents were asked which diamond they would prefer to purchase in an engagement ring, with 30% saying they would prefer a natural diamond and 33% saying they would prefer a lab-grown. 37% say that they do not have enough information to make that decision. But when comparing two diamonds of the same cut, color, quality and size, the preference of 49% of respondents is still for natural diamonds.

The Plumb Club, an association of over 50 best-in-class suppliers to the jewelry and watch industry, continues in its mission to educate the jewelry industry. In its ongoing bi-annual research, done to help retailers take advantage of market changes, they once again commissioned an investigative document and conducted a consumer study of over 2,000 jewelry customers, identifying the newest trends and buying habits.

Staying in tune with consumer insights is a key building block for the success of every retail business. Responding to those shifts and meeting the evolving desires of the customer is the foundation on which to build a solid reputation of customer satisfaction and loyalty. The Plumb Club is pleased to provide these insights to help retailers do just that!

The insights shared here are part of a multi-faceted research study initiated by The Plumb Club with the assistance of Paola Deluca, The Futurist, and Qualtrics, a world-renowned survey and analytics firm. The study was conducted with a sampling of over 2,000 men and women from the ages of 25 – 60 with a balanced demographic and psychographic mix across the US with the goal of understanding how individuals engage with jewelry. Respondents had all attended some college or higher and had a combined household income of at least $75K/year. Additional information from this expansive research will be shared over the next several weeks.

Any retailer wishing for more information on The Plumb Club Industry and Market Insights 2025 report should contact their Plumb Club Member vendors or drop by The Plumb Club Pavilion at JCK Las Vegas to visit a member. A full listing of Members can be found here.

The research document will be shared in its entirety during the 2025 JCK Las Vegas Show with a presentation on Saturday, June 7 at 12 noon PDT on the Showcase Stage.