Gen Z vs. Millennials: How Different Generations Shop for Lab-Grown Diamonds

Millennials and Gen Z both love their sparkle, but the way they buy jewelry? That’s a different story. Whether it’s a solitaire ring for an engagement or a casual pair of lab diamond earrings, their approach to shopping varies significantly. One generation values tradition with a modern twist; the other is rewriting the rules altogether.

Lab-grown diamonds are the perfect case study for these shifting preferences. With sustainability, pricing, and ethics all playing a role in consumer decisions, let’s break down how Gen Z and Millennials differ when it comes to shopping for lab-grown diamonds.

Millennials: The Experience-Driven Researchers

Millennials, born between 1981 and 1996, witnessed the rise of online shopping but didn’t abandon traditional retail. They enjoy research, comparison, and expert opinions before making a purchase.

1. They Love a Good Story

Millennials don’t just buy jewelry; they buy into a brand’s story. Ethical sourcing, sustainability, and company values influence their choices. A survey by McKinsey found that 75% of Millennials prefer brands that align with their values—especially sustainability. This is why lab-grown diamond brands with strong narratives, like Carat & Kin, appeal to them.

2. Budget-Conscious but Willing to Splurge

Millennials balance affordability with perceived value. They won’t just buy the cheapest lab diamond—they want quality. In 2023, 60% of Millennials said they would choose a 1.5-carat lab diamond over a smaller natural diamond for the same price. They’re practical but still want the “wow” factor.

3. Online Research, In-Store Validation

While Millennials love online shopping, 65% still visit a store before buying fine jewelry, according to a Jewelers of America report. They research online—checking lab grown diamonds price, certifications, and reviews—before heading to a physical store to see the sparkle in person.

Gen Z: The Digital-First Disruptors

Gen Z, born between 1997 and 2012, are the ultimate digital natives. Their shopping habits are fast, mobile-driven, and based on peer recommendations rather than expert advice.

1. TikTok Made Them Buy It

Social media dictates their shopping habits. A 2024 study by Statista revealed that 58% of Gen Z consumers discover new jewelry brands on TikTok and Instagram. Instead of searching “buy lab grown diamonds India” on Google, they’re watching a TikTok review from their favorite influencer.

2. Ethical, But Make It Affordable

Gen Z cares about sustainability, but they prioritize price. 80% of Gen Z buyers choose lab diamond rings over natural ones primarily due to cost. While Millennials balance ethics and luxury, Gen Z looks for the best deal without compromising style.

3. Click to Buy, No Second Guessing

Unlike Millennials, Gen Z is less likely to visit a store before buying. According to a 2023 e-commerce study, 72% of Gen Z jewelry shoppers buy directly from a brand’s website or social media store. They rely on user-generated content, unboxing videos, and customer reviews instead of showroom visits.

What This Means for the Jewelry Industry

The rise of lab-grown diamonds is reshaping the fine jewelry market, and brands must adapt to these generational shifts.

• Retailers should focus on storytelling and ethical branding for Millennials. They respond to compelling brand missions and expert opinions.

• For Gen Z, brands need a strong social media presence. Short-form videos, influencer partnerships, and mobile-friendly shopping experiences are essential.

• Transparent pricing and customization are key. Both generations appreciate affordability and personalization—lab diamond engagement rings that feel unique without the mined-diamond markup.

Carat & Kin: Bridging the Generational Gap

At Carat & Kin, we understand that a Gen Z buyer shopping for a statement lab-grown diamond necklace isn’t the same as a Millennial choosing an engagement ring. That’s why we offer an online shopping experience that caters to both—easy click-to-buy options for Gen Z and in-depth educational resources for Millennials.

So, whether you're comparing lab grown diamonds price or looking to buy lab grown diamonds online, the experience should match your style. After all, generations may shop differently, but everyone loves a little sparkle.

Final Thought: 

Shopping habits evolve, but diamonds? They’re forever—whether lab-grown or natural. And in the end, whether you’re a Gen Z trendsetter or a Millennial researcher, finding the perfect lab diamond is about what makes you shine.✨