Interest in raw, uncut diamonds is growing as global crises drive more people to seek something authentic and unique, according to the jewelry brand Roughdiamonds.dk, which has tripled its revenue from customers in the United Kingdom and the United States over the past four years.
In a jewelry market defined by perfection and synthetic diamonds, the Danish brand Roughdiamonds.dk is seeing a significant rise in demand for natural, raw, uncut diamonds. Since 2022, revenue from customers in the UK and USA has more than tripled.
According to founder Maya Bjørnsten, this development is linked to a broader search for something genuine, distinct, and personal. This is a well-known trend: surveys from the international consulting firm McKinsey show that in times of crisis, consumers become more selective and increasingly prioritize unique purchases that offer value over standard products. At the same time, natural raw diamonds, that are typically formed over one to three billion years, are becoming increasingly rare.
– At a time when the world feels uncertain and unstable, we are seeing more demand for our jewelry. It’s about people searching for something real and unique – something they can connect a story to. Raw diamonds are not perfect, and that’s what makes them personal and alive. This is exactly what we’re experiencing, especially among our British and American customers, says Maya Bjørnsten. With 18 years of expertise, she is the only specialist in the world devoted to crafting jewelry from uncut diamonds that preserve their natural form, shaped over millions of years beneath the earth’s surface.
Synthetic diamonds boost demand for raw stones
According to Maya Bjørnsten, recent developments in the industry, where synthetic diamonds have flooded the market, have also played a major role in increasing demand for natural stones, which she personally handpicks at the diamond exchanges in Antwerp, where more than 80 percent of the world’s rough diamonds are traded.
– The more synthetic diamonds enter the market, the more desirable the natural ones become. Many customers want something created by nature – something truly one of a kind. Stones that carry meaning when worn. This has clearly driven more customers toward natural stones with a distinct story, says Maya Bjørnsten.
Unique stones create meaning and value
Today, around 75 percent of Roughdiamonds.dk’s customers are based outside its home market of Denmark. According to Maya Bjørnsten, what they have in common is a desire for something more personal than traditional jewelry.
One of the customers who has attached a deeply personal story and memory to her diamond jewelry is Rikke Struve. In particular, a bracelet with a green diamond gained profound meaning when her son Rasmus suffered a brain hemorrhage.
– The diamond carries the color of hope and gives me strength. I wear it every single day as a reminder that when life hurts, there is always hope. Today, Rasmus lives in a new, loving version of himself. Each of my diamond pieces is a valuable investment, but above all an investment in memories, says Rikke Struve.
According to Maya Bjørnsten, it is precisely the raw diamonds’ distinct shape, color, and character that create value for many people.
– Working with imperfect, raw diamonds requires care, patience, skill, and passion. It’s a delicate process where we allow each diamond’s true character to emerge. No two diamonds are alike – and the same goes for our jewelry. That’s exactly how we want it to be, says Maya Bjørnsten.
Roughdiamonds.dk produces both bespoke, custom-designed jewelry and ready-to-wear pieces. The company works exclusively with responsibly sourced diamonds that comply with the Kimberley Process, which aims to prevent the trade of conflict diamonds, and its suppliers are members of the Responsible Jewellery Council.
