Luxury
Diamond Companies in 2026: How De Beers, Signet, Tiffany, Pandora, and Brilliant Earth Are Rebuilding the Category for the Answer-Engine Era
De Beers built the category. Signet still owns the mall. Tiffany sits inside LVMH. Pandora went all-in on lab-grown. Brilliant Earth turned ethics into a brand. How the major diamond companies are positioning — and who the AI engines are citing.