Diamonds
De Beers CEO Speaks on Tariffs, Global Trends & Virtus Collective Weighs In
Published: May 31, 2025
De Beers Talks Diamonds, Tariffs, and Lab-Grown Disruption—Here’s What It Means for You
In a recent CNBC interview, De Beers CEO Al Cook shared insight into the evolving global diamond market, rising tariff concerns, and how the lab-grown segment continues to shape the industry. At Virtus Collective, we’re paying attention, not just because it affects us as jewelers, but because it impacts you, the person making a meaningful choice about a piece that lasts a lifetime.
Watch the full segment here:
De Beers Global CEO On How 2025 Is Shaping Up For The Diamond Market
The Global Diamond Market in 2025: A Stabilizing Shift
Cook says 2025 is showing signs of stability after a few volatile years. U.S. fashion jewelry is growing, while bridal jewelry has seen minor declines. Markets in China are softening, but India is booming, becoming the fastest-growing diamond market on the planet, driven by a rising middle class and long-standing cultural appreciation for fine jewelry.
At Virtus Collective, we admire the resilience of the natural diamond industry, and we respect its historical significance. We also understand that today’s buyers want options and clarity.
Lab-Grown vs. Natural: A Matter of Purpose
Cook frames lab-grown diamonds as “a different product”, more affordable, fashionable, and suited for casual or trend-driven wear. Natural diamonds, he says, are chosen for their rarity and the way they mark life's most significant moments.
We believe both have their place. At Virtus Collective, we don’t push one over the other, we simply design around your purpose. Whether you're commemorating a milestone with an earth-formed stone or creating a custom engagement ring with lab-grown brilliance, we’re here to deliver excellence and meaning.
What About Tariffs?
The U.S. has proposed tariffs on Chinese goods, including lab-grown diamonds. But Cook is optimistic that diamonds will be exempt, pointing out that natural diamonds aren’t mined in the U.S. meaning tariffs would only hurt American consumers, not protect domestic jobs.
We’ll be watching this closely. Whatever direction things go, Virtus Collective is committed to sourcing smartly and passing on value. Tariffs may shape price, but they’ll never shape our commitment to you.
Traceability & Blockchain: Why It Matters
Cook also emphasized the importance of ethical sourcing and traceability, highlighting De Beers’ “Tracer” blockchain platform that tracks diamonds from mine to showroom. In a time of global sanctions and ethical scrutiny, this transparency is powerful.
We agree. Whether your diamond is lab-grown or natural, you deserve to know its story, and we’re proud to offer options that are transparent, traceable, and ethically considered from the start.
The Bottom Line: The Right Diamond Is the One That’s Right for You
At Virtus Collective, we don't believe in one-size-fits-all answers. We believe in you—and in helping you create a piece of jewelry that reflects your values, your style, and your moment. Lab-grown or natural, white gold or yellow, minimalist or bold, it’s your choice. And we're honored to help you make it.
Want to explore your options? Whether you’re just starting to research or ready to design something custom, we’re here to walk you through it—with clarity, care, and craftsmanship. Reach out today and let’s create something meaningful together.
In a recent CNBC interview, De Beers CEO Al Cook shared insight into the evolving global diamond market, rising tariff concerns, and how the lab-grown segment continues to shape the industry. At Virtus Collective, we’re paying attention, not just because it affects us as jewelers, but because it impacts you, the person making a meaningful choice about a piece that lasts a lifetime.
Watch the full segment here:
De Beers Global CEO On How 2025 Is Shaping Up For The Diamond Market
The Global Diamond Market in 2025: A Stabilizing Shift
Cook says 2025 is showing signs of stability after a few volatile years. U.S. fashion jewelry is growing, while bridal jewelry has seen minor declines. Markets in China are softening, but India is booming, becoming the fastest-growing diamond market on the planet, driven by a rising middle class and long-standing cultural appreciation for fine jewelry.
At Virtus Collective, we admire the resilience of the natural diamond industry, and we respect its historical significance. We also understand that today’s buyers want options and clarity.
Lab-Grown vs. Natural: A Matter of Purpose
Cook frames lab-grown diamonds as “a different product”, more affordable, fashionable, and suited for casual or trend-driven wear. Natural diamonds, he says, are chosen for their rarity and the way they mark life's most significant moments.
We believe both have their place. At Virtus Collective, we don’t push one over the other, we simply design around your purpose. Whether you're commemorating a milestone with an earth-formed stone or creating a custom engagement ring with lab-grown brilliance, we’re here to deliver excellence and meaning.
What About Tariffs?
The U.S. has proposed tariffs on Chinese goods, including lab-grown diamonds. But Cook is optimistic that diamonds will be exempt, pointing out that natural diamonds aren’t mined in the U.S. meaning tariffs would only hurt American consumers, not protect domestic jobs.
We’ll be watching this closely. Whatever direction things go, Virtus Collective is committed to sourcing smartly and passing on value. Tariffs may shape price, but they’ll never shape our commitment to you.
Traceability & Blockchain: Why It Matters
Cook also emphasized the importance of ethical sourcing and traceability, highlighting De Beers’ “Tracer” blockchain platform that tracks diamonds from mine to showroom. In a time of global sanctions and ethical scrutiny, this transparency is powerful.
We agree. Whether your diamond is lab-grown or natural, you deserve to know its story, and we’re proud to offer options that are transparent, traceable, and ethically considered from the start.
The Bottom Line: The Right Diamond Is the One That’s Right for You
At Virtus Collective, we don't believe in one-size-fits-all answers. We believe in you—and in helping you create a piece of jewelry that reflects your values, your style, and your moment. Lab-grown or natural, white gold or yellow, minimalist or bold, it’s your choice. And we're honored to help you make it.
Want to explore your options? Whether you’re just starting to research or ready to design something custom, we’re here to walk you through it—with clarity, care, and craftsmanship. Reach out today and let’s create something meaningful together.