Jeweller - March 2020

FEATURE
Engagement Jewellery
WITH THIS RING
OTHERWISE
ENGAGED
The engagement ring category continues to evolve, with jewellers rising to the challenge of reinventing
the classics – and creating unique designs – for the modern consumer. ARABELLA RODEN reports.
Engagement rings are the bread and butter
of the retail jewellery industry. Month after
month, year after year, excited couples have
marked one of the most significant moments in their
lives with the gift of a sparkling diamond ring.
However, many parts of that traditional love story
are now changing.
The couple are just as likely to be well over 30 than they are to
be under 25, may already have children, almost certainly live
together, and are choosing a ring to celebrate their relationship
as it is, rather than formalise an engagement.
Yet the core element of the gift remains the same: a piece of
jewellery that lasts forever, reflecting the wearer’s unique style,
personality, and relationship.
It is no longer enough to reassure customers that each natural
diamond is unique; instead, many retailers have evolved their
businesses to offer a fully personalised experience with greater
control over the design process.
Justin Linney, creative director Linneys Jewellery in Perth, tells
Jeweller, “One customer’s perfect ring is another customer’s
nightmare, so the number-one priority is finding a design that
suits their individual style.”
Steve Der Bedrossian, CEO SAMS Group Australia, which supplies
engagement rings through its Blush Pink and Pink Kimberley
brands, adds, “There has been far more demand for individuality
– unique designs – in engagement rings over the past 12 months.
We’ve definitely seen a shift.”
The prevalence of social media – particularly apps such as
QUICK
NUMBERS
70%+
Engagement
rings with
a white
diamond
4.7m
Instagram
posts tagged
#engagementring
92%
Proposals shared
on social media
Source: The Knot
Hero Images (L to R):
SAMS Group Australia |
Eva Fehren | Graff
Instagram and Pinterest – as a source of inspiration means
consumers now have more choice than ever when it comes
to engagement ring design.
Some of the most popular Pinterest Boards for engagement
ring ideas have more than 4,000 images and the app publishes
an annual report analysing ring trends on its platform.
The most recent edition, released in October 2019, revealed
marquise shapes, elongated cushion cuts, turquoise hues,
lavender sapphires, and seamless halo settings had the most
significant increases in user searches.
Meanwhile, engagement rings are now almost guaranteed to
appear on any number of social media channels. A 2019 survey
of 21,000 engaged and newlywed US couples, conducted by US
wedding planning service The Knot, found 92 per cent had
shared their engagement news on social media.
At the time of publication, there were 4.7 million Instagram posts
tagged #engagementring, and 4 million tagged #shesaidyes. As
a result, consumers are choosing rings that look larger and stand
out in photos.
The Knot survey found the average cost of an engagement ring
was $US5,900, with the style and setting the most important
consideration, followed by price.
Both suppliers and retailers have noted the rising popularity
of oval-cut diamonds over the traditional round. Ovals appear
significantly larger than rounds of the same carat weight,
while making the wearer’s fingers seem slimmer. They are
also less expensive, per carat, than round diamonds.
Linney has also observed a trend toward thinner bands, which
make the centre stone appear larger.
Rising demand for colour gemstones – particularly sapphires,
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