We tracked down the data on women purchasing diamonds for themselves. The shift is measurable and accelerating.

Between 2005 and 2015, self-purchasing of non-bridal diamond jewelry by women grew by more than a third, reaching 33 percent. Today, that number sits closer to 40 percent of the total market.

Women now account for nearly one-third of all diamond jewelry sales in the U.S., China, and Japan, according to De Beers' 2023 Diamond Insight Report.

The Industry Noticed

De Beers changed its messaging. The focus moved from everlasting love and marriage to celebrating authenticity, uniqueness, and self-worth.

This represents a fundamental repositioning. Diamonds shifted from romantic gifts to personal power symbols.

What's Driving This

Three factors emerged from the research:

• Women have more spending power than before

• Relationship dynamics transformed toward equal partnerships

• Womanhood became more closely associated with strength and empowerment

Most women over 45 buy designer diamond jewelry as a treat "just because." No milestone required.

How Diamonds Get Worn Now

Women wear diamond jewelry to the office, on casual weekends, and to the gym. Stackable rings, diamond huggie earrings, and layered necklaces became everyday items.

The message: luxury is not for later.

When a woman buys herself a diamond, the purchase says "I see my own value." That's validation, not vanity.