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The Gem | Why De Beers Just Quit Lab-Grown Diamonds
Plus, bezel settings offer modern durability for Miami’s style-forward buyers.
Sophie Bruxner-Randall
May 14, 2025 • Reading Time: 7 minutes
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Welcome to The Gem, your go-to newsletter for jewelry eCommerce professionals.
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Sector Spotlight 💡
REVENUE GROWTH INSIGHTS
CaratLane’s 23% year-on-year revenue growth in FY25 Q4, reaching Rs 883 crore, signals strong consumer demand and robust omni-channel performance. A 7.9% EBIT margin and Rs 70 crore in earnings provide clear evidence of operational effectiveness. Marketers should note the sustained value in omni-channel retail models.
JEWELRY DESIGN TRENDS
Bezel set engagement rings are gaining traction in Miami for 2025, blending durability with minimalist aesthetics—appealing to active, modern consumers. Jaes Jewelers emphasizes customization and contemporary metal combinations, positioning these rings as essential for professionals prioritizing protection alongside style. Marketers targeting Miami’s high-energy jewelry market should note this trend.
LUXURY MARKET SHIFTS
De Beers is withdrawing from the lab-grown diamond market after prices fell 90% due to a surge in low-cost Chinese supply, undermining its Lightbox Jewelry brand’s market position. This move highlights growing price pressure and shifts in consumer perception, signaling increased volatility and opportunity in the diamond segment for marketers evaluating differentiation and value communication strategies.
LUXURY RETAIL INNOVATION
Luxury direct-to-consumer jewelry brands are reshaping the industry by leveraging vertical integration and AI-driven customization to meet consumer demands for personalization, transparency, and ethical sourcing. This approach enables a broader product range, greater operational agility, and deeper customer engagement than traditional retail. Marketers should note the strategic opportunity to align with evolving consumer values and expand market reach through technology-driven personalization.
LUXURY COLLECTIBLES ACQUISITION
Francois-Paul Journe’s CHF5.51 million acquisition of the Breguet Sympathique no. 1—crafted by his own workshop—underscores brand heritage and collector demand in luxury horology. This purchase positions F.P. Journe’s museum as a new authority, highlighting the impact of provenance and narrative in high-value marketing.
JEWELRY DESIGN TRENDS
Chunky bands and bold settings are defining Miami’s 2025 engagement ring trends, appealing to consumers seeking individuality and modern flair. For marketers, these preferences reflect a shift toward statement jewelry, offering opportunities for targeted campaigns that highlight personalization, craftsmanship, and bold aesthetics. Retailers can leverage this movement to position their collections as both aspirational and authentically Miami.
INVESTOR RELATIONS
Brilliant Earth, an established leader in ethically sourced fine jewelry with $422 million in 2024 net sales, will engage directly with investors at the B. Riley Securities 25th Annual Investor Conference on May 21-22, 2025. Marketers should note the company's asset-light, data-driven model and its expanding omnichannel presence, which offer lessons in scalable brand building and customer acquisition. Participation in such investor forums signals the brand’s intent to attract investment for further innovation and growth, relevant for those tracking marketing-driven retail strategies.
Optimization Hub ⚙️
INNOVATIVE ADVERTISING TECHNOLOGIES
PayPal’s Offsite Ads empowers marketers to target consumers based on transaction data rather than cookies or browsing, offering audience precision and real purchase insights across premium digital channels. This approach enables more effective campaign optimization, directly linking media investments to measurable business outcomes for brands.
AI PERSONALIZATION REVOLUTION
Meta’s standalone Meta AI app—integrated across mobile, web, and Ray-Ban Meta smart glasses—offers marketers valuable new personalization, contextual memory, and rich conversational features powered by Llama 4. Enhanced web search, image generation, and document tools refine campaign insights. Early adoption enables marketers to optimize omnichannel engagement.
PERFORMANCE MARKETING
Google Ads campaigns deliver better results when structured by keyword themes instead of buyer personas, as Google’s automation optimizes for search intent, not marketer assumptions. Marketers should include varied ad messaging within tightly themed ad groups to reach different personas, while only splitting campaigns for fundamentally distinct keywords or regions. This approach provides better data density, improves automated bidding performance, and results in more effective, easier-to-manage campaigns.
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