Who’s buying lab-grown diamonds in the UK?

Lab-grown diamonds are gaining traction among certain segments of the British public. In a recent YouGov Surveys: Serviced poll of 2,079 adults, three in ten (29%) say they are likely to purchase a lab-grown diamond in the future.

These man-made stones, chemically and visually identical to mined diamonds, are emerging as a viable option for younger and higher-income consumers. Half of 18-24 aged adults (49%) say they’d consider buying lab-grown, along with 46% of 25-34 aged Britons. That number steadily drops with each age group: down to 35% for 35-44s, 20% for 45-54s, and just 17% for over-55s. Data also shows that women are more likely to consider buying lab-grown diamonds than men (33% women vs. 23% men).

Interest isn’t just driven by age but also income. Among those earning £150,000 or more household income, 55% are likely to buy lab-grown diamonds. That’s more than double the rate seen in the £10,000–£49,999 income bracket (23%). Even among those with household incomes under £10,000, some 35% express interest.

What actually motivates people to buy lab-grown diamonds?

Among those who said they were likely buyers, 73% pointed to price or affordability as a factor in their decision. That’s by far the biggest driver.

Brand reputation matters to two in five (38%), while 34% say being able to see or try the jewellery on in-store is important. Ethical concerns also feature. About 28% of likely buyers cite sustainability as a factor, the same number who say discounts or deals help sway them. Some other factors that also play a role are fast or reliable delivery (21%), packaging (19%) and customization (16%).

There’s still some work to do when it comes to changing perceptions. Just 23% of all respondents agree that lab-grown diamonds are better for the environment, and while that’s not insignificant, it suggests many people either aren’t convinced or aren’t aware. Some 18% say they feel less luxurious, and a similar 18% believe they don’t feel as meaningful as natural diamonds. About 13% say they don’t hold value well or aren’t a good investment, and 7% point out that prestigious or luxury brands don’t offer them.

That said, for some, lab-grown diamonds strike the right chord: 16% say they align with their values, such as ethical fashion or transparency in sourcing, and 9% appreciate the freedom to choose bolder or more creative styles.

When it comes to receiving lab-grown diamonds, many are open to the idea depending on the occasion. Two-thirds (64%) would be happy to receive one as a birthday gift, 61% for an anniversary, and over half (52%) for an engagement ring.

Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 17-22 April 2025, with a nationally representative sample of 2079 adults (aged 18+ years) in United Kingdom, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in United Kingdom (18 years or older) and reflect the latest ONS population estimates.