Lastly, tradition and design familiarity preserve the popularity of round brilliant diamonds. Consumers know what to expect with round brilliant cuts and often select shapes that they see most often in jewelry stores and advertising. The vast majority of diamond jewelry from engagement rings to fashion pieces displays round brilliant stones. This ubiquity and familiarity drive consumers to choose what they know, keeping round brilliant diamonds at the top.As the most optically superior diamond shape that follows tradition, dominates inventory and fulfills consumer preferences for responsible sourcing, the round brilliant cut retains the majority share across diamond jewelry categories. For retailers, investing in certified round diamond inventory gives them versatility to satisfy diverse customer needs, making these diamonds lower risk and higher value. Drawn by light, beauty and meaning, the allure of round brilliant diamonds endures.