Most US jewelry buyers are aware of lab-grown gemstones and increasingly open to purchasing them, particularly if they understand how they compare to mined stones, a new survey showed.
The findings come from The Plumb Club’s 2025 Industry and Market Insights report, which it released on Tuesday. Conducted in collaboration with Paola De Luca and research firm Qualtrics, the study polled more than 2,000 consumers across the US between the ages of 25 and 60.
Some 84% of respondents said they were aware of the option to purchase lab-grown diamonds, according to the results. Nearly half, 49%, reported they lacked confidence in distinguishing between lab-grown and natural diamonds, though knowledge appears to be improving. The number of people who understood the differences rose 13% compared to 2023, while the number who said they did not decreased by 15%.
Openness to lab-grown stones extended beyond diamonds. Among participants, 83% would consider lab-grown rubies, emeralds or sapphires if told the stones were chemically and physically identical to the mined versions. The same percentage, 83%, were open to receiving lab-grown diamonds in jewelry other than bridal pieces, while 74% would be comfortable with lab-grown stones in engagement rings.
Of those weighing lab-grown options, 31% cited price as the primary consideration, while 30% said their main motivation would be accessing higher color or clarity grades.
When comparing two otherwise identical diamonds with the same cut, color, quality and size, 49% said they would prefer a natural stone. Despite growing interest, opinions on stone origin remained divided, with 33% opting for lab-grown and 37% saying they lacked sufficient information to choose.
The researchers gathered the findings from a demographically and psychographically mixed sampling with a minimum household income of $75,000. They will present the full results of the study at the JCK Las Vegas show on June 7.
Image: A lab-grown diamond ring. (Shutterstock)
