Lab-grown diamonds are gaining momentum in the jewelry market, creating new opportunities for Walmart sellers. The trend extends beyond engagement rings to wedding bands, earrings, bracelets, and necklaces, giving sellers more ways to reach customers with different needs and budgets.
A recent TheStreet article, citing a 2025 BriteCo report, notes that lab-grown diamonds accounted for more than 45% of U.S. engagement-ring purchases. The article also highlights affordability as a major reason customers are choosing lab-grown diamonds.
Read the original TheStreet article →
Why This Matters for Walmart Sellers
Affordability is a key selling point. Lower prices can give shoppers more flexibility within their budget, such as choosing a larger stone or a preferred cut or color.
Sellers should make important product details easy for customers to understand:
- Carat weight
- Cut, color, and clarity
- Metal type
- Product design
- Price
- Certification, where applicable
What Walmart Sellers Need to Know
For Walmart sellers, the opportunity is about more than adding lab-grown diamonds. Focus on the right assortment, clear product information, competitive value, strong images, and early holiday planning.
- Know your customer: Target engagement, wedding, gifting, everyday, or premium shoppers.
- Offer variety: Include rings, earrings, bracelets, and necklaces across different price points.
- Show accurate details: Clearly communicate carat, cut, color, clarity, metal, size, and certification where applicable.
- Highlight value: Use pricing and product benefits to clearly communicate the value of each product.
- Prepare for holidays: Plan inventory, hero SKUs, pricing, and promotions before October, AE1, Black Friday/AE2, and December.
Seller takeaway: Build the assortment early, optimize your listings, and have your best products and deals ready before peak holiday demand.
Build a Wider Product Assortment
Don't focus only on engagement rings. Consider building an assortment around different shopping occasions:
| Occasion | Product Opportunities |
|---|---|
| Engagement & Wedding | Solitaire rings, wedding bands |
| Everyday | Stud earrings, stackable rings |
| Gifting | Pendants, earrings, bracelets |
| Special Occasions | Anniversary jewelry, statement pieces |
A range of entry-level, everyday, occasion, and premium products can help sellers reach shoppers with different budgets.
Prepare Your Walmart Lab-Grown Diamond Deals Early for Holiday Shoppers
Holiday demand makes timing important. Sellers should prepare their assortment, inventory, pricing, and promotions ahead of each major shopping period.
October — Newness
Launch new lab-grown diamond styles and refresh your assortment before holiday shopping reaches its peak.
Focus: Engagement rings, wedding rings, earrings, necklaces, and giftables.
AE1 — Build Holiday Momentum
Use AE1 to build visibility and introduce products that can attract early holiday shoppers.
Focus: Engagement, wedding, everyday jewelry, and giftable products.
Black Friday / AE2 — Best Deals
Use your strongest competitive offers on high-demand and hero products during the major Black Friday shopping period.
Focus: Best-selling engagement rings, wedding rings, and attractive giftable jewelry.
December — Engagement, Wedding & Giftables
Position lab-grown jewelry for engagements, weddings, anniversaries, and holiday gifting.
Focus: Rings, earrings, pendants, and bracelets.
| Period | Seller Priority |
|---|---|
| October | Newness & assortment refresh |
| AE1 | Holiday assortment & visibility |
| Black Friday / AE2 | Best deals & hero SKUs |
| December | Engagement, wedding & gifting |
What Walmart Sellers Should Do Now
- Expand the assortment beyond engagement rings.
- Create clear price segments for different budgets.
- Show complete product specifications clearly.
- Use strong product images to showcase the diamond, setting, metal, and scale.
- Prepare holiday deals early instead of waiting for peak shopping periods.
RetailTantra Seller Takeaway
The opportunity is not simply to sell more lab-grown diamonds. Walmart sellers should combine:
Ready to Prepare Your Walmart Jewelry Business for the Holiday Season?
The lab-grown diamond opportunity is growing, but success depends on the right assortment, competitive pricing, optimized product content, strong visuals, and a well-timed holiday strategy.
RetailTantra helps eCommerce sellers prepare and optimize their Walmart business for seasonal growth. From product listing optimization and catalog strategy to marketplace readiness and holiday planning, our team helps sellers build a stronger foundation for the upcoming sales season.
Talk to RetailTantra