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Dave Marcotte
Senior vice president of global retail and technology, Kantar Consulting
Players at different ends of the market will need to play out the next few years in very different ways as natural-diamond share is eroded by [cubic] zirconia and lab-grown. The key weakness is the once-in-a lifetime purchase in the engagement-ring market that rarely leads to lifetime shoppers. Continued investment by the industry should be reduced and shift to acquiring loyal shoppers looking for value over time, [with retailers] carrying smaller, lower-value amounts for customers who will make multiple purchases over their lifetime. It might be worth the time to investigate the ongoing success of estate sales for design and [how they build] a creditable, forward-looking story, which has always been the foundation for value in art and collectables. Businesses can also invest in alternative and untapped markets like Indian [and other] Asian consumers, and carry pieces that appeal to them, primarily in time for cultural holiday purchases.
In the meantime, restoring the story of natural diamonds is also imperative, as that is what makes this product so special in comparison to lab-grown, which is otherwise the same. Find a way to impart why natural benefits the customer’s lifestyle, or why it would be a better investment.
Kathleen Cutler
Founder, Private Client Method
What will truly move the needle for retailers in 2026 is focusing on the clients who are already saying yes to luxury jewelry. As we often say, the best clients are the ones you already have. Even in a softer luxury sales climate, retailers who pay attention to what categories other than diamonds are performing, take the time to educate clients around other options, and intentionally focus on the top 1% of each salesperson’s client book are seeing steadier results. Make this a year of retention, not acquisition, and let loyalty do the heavy lifting.
Eve Goldberg
Principal, William Goldberg Diamonds
At William Goldberg, we’ve seen how exclusive products can truly differentiate a retailer. We partner with select retailers worldwide as exclusive distributors of the Ashoka diamond; we share values and work closely with them on strategies tailored to their markets.
I encourage retailers to educate clients about the value of natural diamonds — their rarity and emotional significance — while clearly explaining the differences from lab-grown stones.
Finally, inspiring clients to wear diamonds every day and offering redesign services to reimagine existing pieces are powerful ways to build confidence and lasting personal relationships.
Phillip Bosen
“The Jeweler’s Coach,” Bosen Associates
• Focus on unique design. Emphasize distinctive pieces with intricate engraving or innovative stone-setting techniques that are difficult to comparison-shop.
• Use premium materials. Lean into 18- to 20-karat gold or platinum to elevate perceived value.
• Feature color. Highlight fancy-colored natural diamonds or vibrant gemstones for differentiation.
• Promote custom work. Showcase custom capabilities to meet growing demand for personal, one-of-a-kind rings.
Dora Maddux
Marketing director, Windsor Jewelers, Inc.
• Diversify inventory strategically. A balanced product mix is essential. As natural-diamond prices soften, retailers can offset volatility by expanding into estate jewelry, colored gems, designer gold, and vintage watches — categories that offer stronger margins, differentiation, and resilience.
• Meet the market where it is. Consumer demand is gravitating toward bold gold, antique and vintage pieces, and expressive colored gemstones. These categories align with current tastes for individuality, craftsmanship, differentiation from the oversaturation of lab-grown diamonds, and lasting value.
• Evolve advertising and digital presence. Increase engagement through social media storytelling — styling, branding, and product education — while strengthening online sales tools that allow clients to research, compare and buy with confidence. Become a thought leader in your market instead of an advertiser.
Main image: Showroom at Windsor Jewelers, Inc., on New York’s Fifth Avenue. (Cat Boucher/Windsor Jewelers, Inc.)
