Top Diamond Brands: Sparkle with Luxury and Elegance

Diamonds have long been a symbol of luxury and timeless elegance, with numerous brands vying for the title of best in the industry. When seeking the perfect diamond, understanding which brands offer superior quality and exquisite craftsmanship is crucial. Esteemed names in the world of diamonds not only promise brilliance and clarity but also commit to ethical sourcing practices. For those eager to discover the elite brands setting the benchmark in the diamond world, continue reading below.

Illustration of diamond

Best brands of diamond in 2025

Tiffany & Co.

Tiffany & Co. is a renowned luxury jewelry brand that has established itself as a leader in the diamond industry, sourcing 100% of its diamonds from known mines or suppliers with multiple known mines since 2014. The company traces 98% of its raw precious metals directly to a mine or recycler, aligning with global standards such as the Kimberley Process Certification Scheme and the Global Reporting Initiative. In 2020, Tiffany & Co. was acquired by LVMH, further solidifying its position in the luxury market. Known for its high-quality diamonds and iconic blue box packaging, Tiffany & Co. has also committed to reducing its global greenhouse gas emissions by 15% from 2013 to 2020. The brand's focus on responsible mining and sourcing has set a high standard in the industry. Discover more about their commitment to quality and sustainability on their official website.

Cartier

Cartier is a leading luxury jeweler, renowned for its high-end diamond jewelry. In 2022, Cartier saw an impressive 88% growth in its brand value, outpacing the 45% growth in the luxury category overall. The company boasts a global network of 274 boutiques and employs 7,500 people from 90 nationalities. Cartier's commitment to customer service, including care, adjustment, and personalization of creations, contributes to its esteemed position. As a key player in the diamond jewelry market, Cartier operates alongside other major brands like Tiffany & Co. and De Beers. To learn more about how Cartier's strategy made it the king of luxury jewelers, you can explore their strategy study on Cartier.

Harry Winston

Harry Winston is a premier diamond enterprise, renowned for its luxury jewelry and timepieces, with a brand awareness of 42% among jewelry owners in the United States. Founded in 1932 in New York City, the company is known as the "King of Diamonds" and has been associated with some of the world's most famous gemstones. Harry Winston holds a 40% ownership interest in the Diavik Diamond Mine, one of its key mining assets, and is expected to recover significant diamond quantities, such as the forecasted 8.3 million carats in 2012. The brand is highly regarded, with 12% of U.S. jewelry owners expressing a liking for it, and 60% of its owners showing loyalty to the brand. Harry Winston's market presence is further bolstered by its global retail network, including salons in key locations like New York, Paris, and Tokyo.

De Beers

De Beers is a leading diamond producer, holding a significant market share with 34.5% by value and 27.8% by volume in 2021, according to the Kimberley Process figures. The company's revenue from rough diamond sales was $4.83 billion in 2021, and it has seen a double-digit rise in market share compared to 2019. Despite current market challenges, De Beers remains a major player, with production adjustments made to address weak demand and high midstream inventories, reducing its 2024 production outlook to 23-26 million carats. De Beers' operations in Botswana, Namibia, and Canada are key contributors to its production, with Botswana accounting for over 75% of its total production. The company is also focusing on initiatives like the Tracr(tm) blockchain platform to enhance consumer confidence in diamond provenance. For more insights, read about how De Beers slashes diamond production outlook.

Graff

Graff is renowned as one of the premier producers of diamonds, with a brand awareness of 25% among jewelry owners in the United States. The company is highly regarded for its meticulous selection and craftsmanship, with 20% of those who know the brand expressing a liking for it. Graff owns and controls every stage of the diamond's journey, from sourcing to final setting, ensuring perfection in each piece. Despite its high-end positioning, Graff has expanded its product offerings to include entry-level items while maintaining its ultra-luxury status. The brand is particularly favored among wealthy consumers, ranking highest in the Luxury Brand Status Index with a score of 7.98 out of 10. For more details, explore Graff's exquisite diamond collection.

Blue Nile

Blue Nile is a leading online jeweler known for its superior value and extensive diamond offerings. The company forecasts a 19% growth in Q4 sales, driven by lowered engagement ring prices and the addition of new brands, with engagement ring sales growing 5% year-over-year in the third quarter to $60.8 million. In 2005, Blue Nile reported a 25.1% increase in total sales and a 49% rise in both pre-tax and after-tax profits, with an average ticket price of $1,441, significantly higher than the industry average. The company's strong performance is also attributed to its high inventory turnover, with 17.0x annual inventory turns, far exceeding traditional jewelers. Blue Nile has served over 2.7 million customers, with 32% of its 2021 revenue coming from repeat sales.

Zales

Zales, a prominent brand under the umbrella of Signet Jewelers, is renowned for its extensive collection of diamond jewelry, catering to a wide range of customers through its various retail outlets. As part of Signet Jewelers, Zales benefits from a strong global presence, with over 2,700 stores operating primarily under brands like Kay Jewelers, Zales, and Jared. In 2021, Signet Jewelers, the parent company, held a significant market share, with De Beers and Alrosa collectively accounting for about two-thirds of the global diamond supply, and Signet's brands contributing substantially to this market. Zales' commitment to responsible sourcing and sustainability aligns with Signet's promise to advance human rights and preserve the planet. The brand's revenue has been notable, with Zales generating over $1 billion in revenue up to October 2024.

Chopard

Chopard is renowned as one of the premier producers of diamond jewelry and watches, celebrated for its innovative and elegant designs. Since 2018, Chopard has used 100% ethically produced gold in its productions, sourced through transparent and traceable schemes. The company's Happy Diamonds collection, introduced in the 1970s, features free-floating diamonds behind sapphire glass, a signature design that has garnered international acclaim. Chopard produces around 75,000 timepieces and 75,000 pieces of jewelry annually, with a strong commitment to sustainability and responsible sourcing. The brand's ethical gold sourcing has significantly reduced emissions, aligning with its long-term objective of sustainable luxury. For more details on their responsible sourcing, visit their sustainability page.

Van Cleef & Arpels

Van Cleef & Arpels is a renowned French luxury jewelry company, founded in 1896 by Alfred Van Cleef and his father-in-law Salomon Arpels. The brand is celebrated for its exquisite craftsmanship and high-value materials, particularly diamonds, which are selected with stringent criteria such as D to F for color and IF to VVS for clarity. Van Cleef & Arpels has a rich history of creating iconic pieces, including the crown for Empress Farah Pahlavi in 1967, which featured 36 emeralds, 36 rubies, 105 pearls, and 1,469 diamonds. The brand is also known for its Alhambra collection and its innovative use of large gem-quality diamonds, such as the 910-carat Lesotho Legend, from which 67 stones were cut. Van Cleef & Arpels' commitment to quality and unique designs has solidified its position as a leader in the luxury jewelry market. You can explore more about their diamonds - a blend of expertise and emotion.

James Allen

James Allen is a leading online diamond and bridal jeweler, founded in 2006, known for its extensive inventory of over 315,000 natural diamonds and 50,000 lab-grown diamonds. The company, acquired by Signet Jewelers in 2017 for $328 million, operates with a strong commitment to conflict-free and certified diamonds, complying with the Kimberly Process and relevant UN resolutions. James Allen and Blue Nile together account for 7% of Signet's consolidated sales, with Signet's total sales reaching $7.8 billion in the fiscal year 2023. The brand has revolutionized the way people buy engagement rings and diamond jewelry, offering over 200,000 lab and mined diamonds and 100 customizable base settings. James Allen's products are now available in about 50% of Jared locations through a dual-branded model. For more details, visit their official website.