Chinese women, particularly married ones, helped drive global diamond jewelry sales up 3 percent to a record high of $79 billion in 2013, according to De Beers.
Demand from China grew 14 percent on year in 2013, the fastest rate globally, according to De Beers' Diamond Insight Report. The bulk of demand came from married women, who accounted for two thirds of purchases and sales value.
Engaged women accounted for around 20 percent of purchases and contributed to just under a quarter of sales value in China, while single women accounted for 14 percent of purchases and made up 11 percent of sales value.
Philippe Mellier, CEO of De Beers Group, told CNBC Asia's "Squawk Box" that self-purchases are a key trend in China.
"It's bridal self-purchases for many women in China [that is driving demand]… Many single women are buying diamonds for themselves in China [too]," he added.
The report said the 'spoiling route' in China – buying or receiving a diamond outside of a specific occasion – is thriving. In 2013, 18 percent of diamond purchases were made for no particular occasion, while 24 percent were self-purchases rather than gifts.