TikTok livestream auctions for lab-grown diamonds have surged in popularity, offering buyers the chance to purchase loose stones within seconds for far less than traditional diamond jewellery. The trend is making diamonds feel more accessible to people who could not previously afford them, while also turning shopping into an entertaining, high-pressure spectacle; however, experts warn that buyers cannot be sure of a stone’s quality.

Lab-grown diamonds have the same chemical composition as mined diamonds but have historically carried less cultural prestige. Auctioned stones commonly sell for about $100-$200 per carat, with some streams beginning bids at $1, and sellers use energetic commentary to encourage rapid bidding. Viewers include bargain hunters and people who watch purely for entertainment, though some become tempted by the fear of missing out and the prospect of creating bespoke jewellery.