Australians are changing the way they shop for fine jewellery, and the rise of lab-grown diamonds is fast becoming one of the most fascinating luxury shifts in the retail space.
Once considered a niche category, lab-grown diamonds are now moving firmly into the mainstream as shoppers place sustainability, ethics and long-term value at the heart of their purchasing decisions.
In Australia, where conscious consumption is increasingly shaping everything from fashion to beauty and homewares, fine jewellery is the latest category to feel the impact.
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New data from the Australian Consumer and Competition Commission found that 77 per cent of Australian consumers now factor sustainability into their purchasing decisions, a figure that sits above the global average of 70 per cent.
It is a powerful sign that shoppers are no longer buying on aesthetics alone. They want to know where a product comes from, how it was made and whether it aligns with their personal values.
That changing mindset has helped fuel a sharp rise in demand for lab-grown diamonds, with sustainable jeweller Secrets by Amaar saying interest in the category is stronger than ever.
Bigger sparkle, smarter spend: why Australian shoppers are switching to lab-grown diamonds. Credit: Secrets By Amaar
For many buyers, the appeal is simple: lab-grown diamonds deliver the same visual magic as mined stones, with fewer ethical and environmental concerns attached.
They are chemically, physically and optically identical to mined diamonds, offering the same sparkle, fire and recognised grading standards.
The key difference lies in how they are created, using advanced technology that mirrors the natural diamond formation process without the ecological impact and human rights issues often associated with mining.
According to Secrets by Amaar co-founder Mihika Kothari, this is less about trend-driven shopping and more about a broader cultural shift in how modern consumers define luxury.
“Lab-grown diamonds sit at the centre of that shift, not as an alternative to fine jewellery, but as its next evolution,” she said.
“The customer who chooses a lab-grown diamond isn’t settling, she’s investing with intention. She wants something genuinely beautiful, lasting and aligned with what she believes without compromising on luxury craftsmanship or modern design.”
It is this balance of beauty and conscience that appears to be resonating with Australian shoppers, particularly in the bridal and occasion-wear market.
Conscious luxury is in as Aussies prioritise sustainability in fine jewellery. Credit: Secrets By Amaar
Globally, engagement ring purchases featuring lab-grown diamonds have climbed from just 12 per cent in 2019 to more than half of all couples by 2024, signalling a major reset in what couples now prioritise when shopping for rings.
At the same time, online search interest in sustainable jewellery has surged by more than 1,400 per cent in four years, showing consumers are actively researching pieces that reflect not just style, but identity and values.
Price and size are also playing a major role in the boom. Because lab-grown diamonds can offer better access to larger, higher-grade stones, buyers are often able to secure more impressive designs at a comparable spend.
“Beyond the ethics, lab-grown diamonds mean buyers can access larger, higher-grade stones without compromise,” Ms Kothari said.
For shoppers, this creates a compelling mix of aspiration and practicality: the luxury look of a statement diamond, combined with a more conscious origin story and stronger value proposition.
A close-up of a sparkling lab-grown diamond engagement ring styled in a luxury jewellery setting, representing Australia’s growing demand for sustainable fine jewellery. Credit: Secrets By Amaar
As Australia’s first and longest-standing sustainable jeweller, Secrets by Amaar has been pioneering lab-grown diamonds for 25 years, long before the category became a mainstream talking point.
With 16 stores across Australia and an online boutique, the brand’s collections are designed for shoppers who want their jewellery choices to reflect both personal style and personal principles.
The result is a new era of fine jewellery buying, where sustainability is no longer a nice-to-have, but a deciding factor.
For Australian consumers, lab-grown diamonds are becoming less about compromise and more about smart, stylish luxury for a new generation.
