This is not only the Christmas season but the height of the engagement season, with Dec. 24 and 25, Christmas Eve and Christmas Day respectively, and Jan. 1, New Year’s Day, being the most popular days to get engaged, even more so than Feb. 14, Valentine’s Day.
New research has unveiled the gemstones that will be most popular this Christmas, with moissanite growing as a more affordable alternative to the highly sought-after diamond.
The study, led by diamond engagement ring and fine jewelry experts at Mark Broumand, examined Google search data for more than 45 gemstones and nearly 500 keywords to pinpoint the most-searched gemstones across all 50 states during the past 10 months.
The analysis revealed that moissanite – which has many of the properties of a diamond, including its hardness – has grown as a fan favorite, showing a 131% surge in online search popularity over the past five years. It stands out as the second most sought-after gemstone, boasting 277,880 monthly searches, with significant interest in moissanite rings, necklaces and earrings. (In nine states, particularly Kentucky, Utah and Nebraska, monthly searches can reach as high as 3,650 each.) Often confused with a diamond because of its appearance, moissanite offers a more cost-effective alternative due to its lab-grown origin, making it a more eco-conscious decision. (Named for Henri Moissan – who discovered the mineral in 1893 as he collected rock samples from a meteor crater in Canyon Diablo, Arizona – moissanite is naturally occurring silicon carbide. But it’s so rare in its natural form that any moissanite you’ll be purchasing – from companies like ubiquitous YouTube advertiser Read Your Heart – will be the synthetic kind.)
A spokesperson from Mark Broumand said: “This study underscores the ever-evolving gemstone market by highlighting the significance of diamonds, along with the growing fascination with alternatives like moissanite. As Christmas shoppers increasingly seek sustainable and budget-friendly options, moissanite stands out as a brilliant choice that not only dazzle, but also leaves you confident in your purchase.”
Diamonds, with an average of 370,061 monthly searches across the United States, still dominate as the top choice in 38 states – including New York and Connecticut, with moissanite and pearl as the Empire and Nutmeg states second and third choices respectively. Recognized for centuries as a symbol of luxury, diamonds have traditionally decorated the engagement rings of celebrities, most recently including Barbara Palvin and Millie Bobby Brown. The stone’s popularity also continues to soar online, with “#diamond” hitting 24 million TikTok views weekly across the United States.
After diamonds and moissanite is a purely organic gem, deemed so exquisite that ancient Japanese folklore even referred to it as the tears of mythical creatures. Pearls have garnered significant popularity among the American public, receiving 211,062 monthly searches. With a history entwined with influential figures from Cleopatra to Gabrielle “Coco” Chanel, they claim the second spot in popularity in states such as California, Massachusetts and Hawaii. There has even been a remarkable 212.5% rise in Pinterest popularity for pearls since January.
Securing the fourth position is the emerald – a gemstone almost 20 times rarer than diamonds — at 175,145 monthly searches. With a history dating from nearly three billion years, emeralds have graced such style icons as Halle Berry and Jacqueline Kennedy Onassis, the later also favoring rubies, a kind of sapphire and the second hardest stone, the ruby having been Onassis’ birthstone (July). (Among the items that Sotheby’s auctioned after Onassis’ death in 1994 were a large ruby ring surrounded by diamonds that her second husband, Aristotle Onassis, had given to her and a pair of drop cabochon ruby and emerald earrings.) Emeralds reach as high as 6,701 searches in states such as Illinois, Pennsylvania and Georgia and have also experienced a 45% increase in online searches within the past five years.
Opal, a unique gemstone known for its shimmering array of colors, finds popularity in Colorado, Indiana and Missouri. With 161,870 monthly searches, it has also gained more than one billion TikTok views worldwide in the past 12 months for “#opal.” Australia — responsible for 95% of the world’s supply, including some that have a shimmering blue caste — has seen notable Aussie figures like Cate Blanchett showcasing the gem on the red carpet. (Blanchett, a May baby, must not be superstitious. It’s considered bad luck to wear an opal unless your were born in its month, October.)
Next is moonstone, with a significant 154,950 monthly searches. Moonstone has been incredibly marketable to the American public since the late 19th century, particularly during the Art Nouveau era, due to its moonlike sheen, healing properties and spiritual characteristics. Over the past five years, it has witnessed a 54% surge in online searches and is particularly popular in Alaska, Maine and Vermont.
Sapphire also receives considerable popularity, boasting a monthly search volume of 140,060. Not only is it believed to possess mystic powers, but its exceptional durability has made it suitable for use in spacecraft. Its strong historical ties to royalty – Princess Diana’s famous engagement ring now graces the left hand of daughter-in-law Catherine, Princess of Wales – make the sapphire a source of inspiration for potential buyers. North Carolina, Georgi, and Ohio are among the top searchers for this gemstone, with each state registering up to 4,670 monthly searches.
Rounding out the top 10 are turquoise, with 113,108 monthly searches; ruby, with 104,743; and aquamarine, with 90,374.
