U.S. demand for jewelry
Lab-grown diamonds sell mostly as jewelry, so these are the demand numbers that matter: what households spend, when they spend it, and where buyers and stores are.
Americans' spending on jewelry
Seasonally adjusted annual rate: what a full year would cost at that month's pace. Aug 2026: $94.21B, +4.2% from a year earlier.
Source: U.S. Bureau of Economic Analysis (NIPA Table 2.4.5U)
Show the numbers
| Month | Jewelry spending (annual rate) |
|---|---|
| Aug 2026 | $94.21B |
| Jul 2026 | $93.60B |
| Jun 2026 | $91.99B |
| May 2026 | $94.81B |
| Apr 2026 | $93.49B |
| Mar 2026 | $92.75B |
| Feb 2026 | $92.65B |
| Jan 2026 | $91.63B |
| Dec 2025 | $89.04B |
| Nov 2025 | $90.03B |
| Oct 2025 | $90.79B |
| Sep 2025 | $89.53B |
| Aug 2025 | $90.38B |
| Jul 2025 | $89.37B |
| Jun 2025 | $86.37B |
| May 2025 | $85.84B |
| Apr 2025 | $86.48B |
| Mar 2025 | $85.07B |
| Feb 2025 | $85.72B |
| Jan 2025 | $84.88B |
| Dec 2024 | $87.59B |
| Nov 2024 | $86.05B |
| Oct 2024 | $89.57B |
| Sep 2024 | $88.88B |
| Aug 2024 | $85.08B |
| Jul 2024 | $85.37B |
| Jun 2024 | $87.62B |
| May 2024 | $85.12B |
| Apr 2024 | $84.56B |
| Mar 2024 | $85.41B |
| Feb 2024 | $84.35B |
| Jan 2024 | $84.48B |
| Dec 2023 | $84.77B |
| Nov 2023 | $84.03B |
| Oct 2023 | $81.53B |
| Sep 2023 | $80.78B |
| Aug 2023 | $82.45B |
| Jul 2023 | $81.95B |
| Jun 2023 | $82.19B |
| May 2023 | $81.61B |
| Apr 2023 | $80.87B |
| Mar 2023 | $80.16B |
| Feb 2023 | $80.21B |
| Jan 2023 | $81.75B |
| Dec 2022 | $77.92B |
| Nov 2022 | $79.14B |
| Oct 2022 | $79.92B |
| Sep 2022 | $80.98B |
| Aug 2022 | $81.70B |
| Jul 2022 | $83.07B |
| Jun 2022 | $83.26B |
| May 2022 | $80.61B |
| Apr 2022 | $86.43B |
| Mar 2022 | $86.65B |
| Feb 2022 | $84.75B |
| Jan 2022 | $80.65B |
| Dec 2021 | $82.60B |
| Nov 2021 | $87.48B |
| Oct 2021 | $85.04B |
| Sep 2021 | $81.91B |
| Aug 2021 | $81.34B |
| Jul 2021 | $80.00B |
| Jun 2021 | $80.62B |
| May 2021 | $79.52B |
| Apr 2021 | $77.40B |
| Mar 2021 | $78.52B |
| Feb 2021 | $69.02B |
| Jan 2021 | $68.64B |
| Dec 2020 | $68.87B |
| Nov 2020 | $66.70B |
| Oct 2020 | $66.13B |
| Sep 2020 | $67.38B |
| Aug 2020 | $65.38B |
| Jul 2020 | $63.09B |
| Jun 2020 | $58.00B |
| May 2020 | $41.55B |
| Apr 2020 | $27.50B |
| Mar 2020 | $43.09B |
| Feb 2020 | $58.73B |
| Jan 2020 | $60.12B |
| Dec 2019 | $58.57B |
| Nov 2019 | $57.59B |
| Oct 2019 | $57.56B |
| Sep 2019 | $58.62B |
| Aug 2019 | $58.21B |
| Jul 2019 | $58.17B |
| Jun 2019 | $56.01B |
| May 2019 | $56.45B |
| Apr 2019 | $56.27B |
| Mar 2019 | $55.27B |
| Feb 2019 | $55.70B |
| Jan 2019 | $54.33B |
| Dec 2018 | $54.00B |
| Nov 2018 | $56.60B |
| Oct 2018 | $56.02B |
| Sep 2018 | $54.69B |
| Aug 2018 | $56.15B |
| Jul 2018 | $56.55B |
| Jun 2018 | $56.95B |
| May 2018 | $57.42B |
| Apr 2018 | $57.46B |
| Mar 2018 | $56.35B |
| Feb 2018 | $57.17B |
| Jan 2018 | $56.57B |
| Dec 2017 | $54.79B |
| Nov 2017 | $55.79B |
| Oct 2017 | $55.13B |
| Sep 2017 | $55.03B |
| Aug 2017 | $54.18B |
| Jul 2017 | $54.48B |
| Jun 2017 | $54.00B |
| May 2017 | $53.40B |
| Apr 2017 | $53.58B |
| Mar 2017 | $54.06B |
| Feb 2017 | $54.10B |
| Jan 2017 | $54.98B |
| Dec 2016 | $55.70B |
| Nov 2016 | $55.41B |
| Oct 2016 | $54.94B |
| Sep 2016 | $55.28B |
| Aug 2016 | $55.02B |
| Jul 2016 | $55.02B |
| Jun 2016 | $55.75B |
| May 2016 | $56.87B |
| Apr 2016 | $56.04B |
| Mar 2016 | $56.51B |
| Feb 2016 | $56.87B |
| Jan 2016 | $56.13B |
| Dec 2015 | $57.97B |
| Nov 2015 | $56.84B |
| Oct 2015 | $56.03B |
| Sep 2015 | $56.66B |
| Aug 2015 | $58.01B |
| Jul 2015 | $58.62B |
| Jun 2015 | $58.91B |
| May 2015 | $58.40B |
| Apr 2015 | $58.12B |
| Mar 2015 | $57.94B |
| Feb 2015 | $57.92B |
| Jan 2015 | $57.28B |
| Dec 2014 | $56.75B |
| Nov 2014 | $56.86B |
| Oct 2014 | $57.40B |
| Sep 2014 | $56.69B |
| Aug 2014 | $57.90B |
| Jul 2014 | $57.44B |
| Jun 2014 | $57.08B |
| May 2014 | $56.79B |
| Apr 2014 | $57.89B |
| Mar 2014 | $57.05B |
| Feb 2014 | $57.04B |
| Jan 2014 | $57.30B |
| Dec 2013 | $57.47B |
| Nov 2013 | $56.43B |
| Oct 2013 | $57.45B |
| Sep 2013 | $56.10B |
| Aug 2013 | $55.19B |
| Jul 2013 | $55.61B |
| Jun 2013 | $56.07B |
| May 2013 | $56.41B |
| Apr 2013 | $57.75B |
| Mar 2013 | $57.95B |
| Feb 2013 | $58.41B |
| Jan 2013 | $58.45B |
| Dec 2012 | $60.52B |
| Nov 2012 | $56.99B |
| Oct 2012 | $56.65B |
| Sep 2012 | $58.01B |
| Aug 2012 | $56.43B |
| Jul 2012 | $56.16B |
| Jun 2012 | $56.37B |
| May 2012 | $56.58B |
| Apr 2012 | $54.98B |
| Mar 2012 | $56.25B |
| Feb 2012 | $58.47B |
| Jan 2012 | $56.58B |
| Dec 2011 | $56.04B |
| Nov 2011 | $55.70B |
| Oct 2011 | $56.21B |
| Sep 2011 | $57.77B |
| Aug 2011 | $57.58B |
| Jul 2011 | $56.49B |
| Jun 2011 | $56.77B |
| May 2011 | $56.87B |
| Apr 2011 | $57.93B |
| Mar 2011 | $55.40B |
| Feb 2011 | $54.06B |
| Jan 2011 | $54.57B |
| Dec 2010 | $51.96B |
| Nov 2010 | $53.89B |
| Oct 2010 | $53.16B |
| Sep 2010 | $50.57B |
| Aug 2010 | $51.47B |
| Jul 2010 | $51.87B |
| Jun 2010 | $50.76B |
| May 2010 | $51.35B |
| Apr 2010 | $51.55B |
| Mar 2010 | $52.13B |
| Feb 2010 | $51.41B |
| Jan 2010 | $51.57B |
| Dec 2009 | $51.87B |
| Nov 2009 | $52.02B |
| Oct 2009 | $51.16B |
| Sep 2009 | $51.81B |
| Aug 2009 | $51.56B |
| Jul 2009 | $50.80B |
| Jun 2009 | $50.94B |
| May 2009 | $51.00B |
| Apr 2009 | $50.97B |
| Mar 2009 | $49.06B |
| Feb 2009 | $50.98B |
| Jan 2009 | $49.77B |
| Dec 2008 | $48.77B |
| Nov 2008 | $50.79B |
| Oct 2008 | $53.48B |
| Sep 2008 | $54.19B |
| Aug 2008 | $57.68B |
| Jul 2008 | $58.42B |
| Jun 2008 | $58.18B |
| May 2008 | $57.95B |
| Apr 2008 | $57.71B |
| Mar 2008 | $59.42B |
| Feb 2008 | $57.94B |
| Jan 2008 | $59.74B |
| Dec 2007 | $60.05B |
| Nov 2007 | $60.51B |
| Oct 2007 | $59.85B |
| Sep 2007 | $60.11B |
| Aug 2007 | $58.99B |
| Jul 2007 | $59.62B |
| Jun 2007 | $59.31B |
| May 2007 | $59.32B |
| Apr 2007 | $58.20B |
| Mar 2007 | $57.96B |
| Feb 2007 | $57.72B |
| Jan 2007 | $57.78B |
| Dec 2006 | $58.31B |
| Nov 2006 | $57.11B |
| Oct 2006 | $56.49B |
| Sep 2006 | $57.26B |
| Aug 2006 | $56.54B |
| Jul 2006 | $56.13B |
| Jun 2006 | $56.04B |
| May 2006 | $56.56B |
| Apr 2006 | $55.19B |
| Mar 2006 | $56.35B |
| Feb 2006 | $57.01B |
| Jan 2006 | $54.73B |
| Dec 2005 | $55.03B |
| Nov 2005 | $53.58B |
| Oct 2005 | $53.77B |
| Sep 2005 | $51.59B |
| Aug 2005 | $53.02B |
| Jul 2005 | $51.26B |
| Jun 2005 | $52.82B |
| May 2005 | $51.52B |
| Apr 2005 | $53.13B |
| Mar 2005 | $51.47B |
| Feb 2005 | $52.47B |
| Jan 2005 | $51.18B |
December is the jewelry month
Average share of a year's jewelry-store sales, 2010-2019. December: 19.1%.
Source: U.S. Census Bureau Monthly Retail Trade (stopped publishing jewelry stores in 2021)
Show the numbers
| Month | Share of the year |
|---|---|
| January | 5.8% |
| February | 8.2% |
| March | 6.9% |
| April | 7.2% |
| May | 9.0% |
| June | 7.2% |
| July | 6.9% |
| August | 7.3% |
| September | 6.8% |
| October | 7.1% |
| November | 8.6% |
| December | 19.1% |
Jewelry store sales per year
Stores classified as jewelry stores; online-only sellers are counted elsewhere in this series.
Source: U.S. Census Bureau Annual Retail Trade Survey (latest: 2022)
Show the numbers
| Year | Sales |
|---|---|
| 2022 | $41.16B |
| 2021 | $41.42B |
| 2020 | $27.44B |
| 2019 | $29.56B |
| 2018 | $29.75B |
| 2017 | $29.47B |
| 2016 | $29.51B |
| 2015 | $29.95B |
| 2014 | $29.69B |
| 2013 | $28.95B |
| 2012 | $28.30B |
| 2011 | $27.53B |
| 2010 | $24.43B |
| 2009 | $24.24B |
| 2008 | $27.50B |
| 2007 | $29.23B |
| 2006 | $28.67B |
| 2005 | $27.00B |
| 2004 | $26.23B |
| 2003 | $24.15B |
| 2002 | $23.30B |
| 2001 | $22.31B |
| 2000 | $23.57B |
| 1999 | $22.45B |
| 1998 | $20.08B |
| 1997 | $18.51B |
| 1996 | $19.06B |
| 1995 | $17.92B |
| 1994 | $16.78B |
| 1993 | $15.36B |
| 1992 | $14.00B |
Number of jewelry sellers
In 2022 the Census Bureau reclassified online sellers into store categories, so the jump in sellers with no employees that year is mostly a definition change, not new businesses.
Source: U.S. Census Bureau County Business Patterns and Nonemployer Statistics
Show the numbers
| Year | Stores with employees | Sellers with no employees |
|---|---|---|
| 2023 | 20,202 | 55,123 |
| 2022 | 19,654 | 62,040 |
| 2021 | 19,633 | 40,156 |
| 2020 | 20,172 | 38,612 |
| 2019 | 20,792 | 38,105 |
| 2018 | 21,381 | 39,515 |
| 2017 | 21,655 | 39,515 |
| 2016 | 22,070 | 42,153 |
| 2015 | 22,551 | 44,748 |
| 2014 | 23,057 | 45,646 |
| 2013 | 23,501 | 43,821 |
| 2012 | 23,843 | 44,014 |
Marriages per 1,000 people
People who married in the past year, halved to count couples. Each color step is one fifth of the states, from fewest to most.
Source: U.S. Census Bureau, American Community Survey 2024 (1-year)
Show the numbers
| State | Marriages per 1,000 | Jewelry stores per 100K | Median household income |
|---|---|---|---|
| Utah | 9.6 | 3.8 | $97K |
| District of Columbia | 9.3 | 4.4 | $110K |
| Wyoming | 8.7 | 5.1 | $76K |
| Colorado | 8.7 | 5.2 | $97K |
| Idaho | 8.6 | 4.5 | $81K |
| Kansas | 8.3 | 4.6 | $76K |
| Tennessee | 8.3 | 4.5 | $72K |
| Oklahoma | 8.2 | 3.4 | $66K |
| Nebraska | 8.0 | 4.2 | $76K |
| Texas | 7.9 | 5.0 | $80K |
| North Dakota | 7.9 | 5.0 | $78K |
| Kentucky | 7.9 | 3.7 | $65K |
| Alaska | 7.8 | 10.1 | $96K |
| South Dakota | 7.8 | 4.2 | $77K |
| Arizona | 7.7 | 4.7 | $81K |
| Indiana | 7.7 | 4.1 | $72K |
| Washington | 7.6 | 4.4 | $99K |
| Nevada | 7.5 | 7.8 | $81K |
| Arkansas | 7.5 | 3.8 | $62K |
| Georgia | 7.4 | 5.6 | $80K |
| North Carolina | 7.4 | 4.9 | $74K |
| Oregon | 7.3 | 5.0 | $85K |
| Missouri | 7.3 | 4.0 | $72K |
| Virginia | 7.3 | 5.3 | $92K |
| Maryland | 7.2 | 5.3 | $103K |
| Alabama | 7.1 | 4.6 | $67K |
| Montana | 7.0 | 6.8 | $75K |
| New Jersey | 7.0 | 7.5 | $104K |
| West Virginia | 7.0 | 3.8 | $61K |
| South Carolina | 6.9 | 5.3 | $72K |
| Florida | 6.9 | 8.0 | $78K |
| New York | 6.8 | 9.8 | $86K |
| Michigan | 6.7 | 5.4 | $72K |
| Mississippi | 6.7 | 3.6 | $59K |
| Iowa | 6.6 | 4.4 | $76K |
| Pennsylvania | 6.6 | 5.5 | $78K |
| California | 6.6 | 6.7 | $100K |
| Connecticut | 6.5 | 5.9 | $96K |
| Massachusetts | 6.5 | 7.6 | $105K |
| Ohio | 6.5 | 4.7 | $72K |
| Minnesota | 6.3 | 4.7 | $87K |
| Illinois | 6.2 | 5.6 | $83K |
| Wisconsin | 6.2 | 4.6 | $77K |
| Hawaii | 6.2 | 14.7 | $101K |
| Louisiana | 6.2 | 5.7 | $61K |
| New Hampshire | 6.0 | 8.4 | $100K |
| New Mexico | 6.0 | 6.6 | $68K |
| Rhode Island | 5.6 | 7.4 | $84K |
| Maine | 5.1 | 5.0 | $76K |
| Delaware | 5.0 | 8.5 | $88K |
| Vermont | 4.7 | 7.6 | $83K |
Jewelry stores per 100,000 people
Stores with employees, 2023, in fifths of the states. Fewer stores per person can mean less local competition for an online seller.
Source: U.S. Census Bureau, County Business Patterns 2023