Fact: Wherever people fall in love and get married, engagement rings are in high demand. However, the exact style that couples choose is an ever-evolving proposition that varies greatly around the world. According to jewelers from around the world, local trends have a lot to do with the cultural perspective as well as the region’s overall approach to fashion.
In the United States, for example, brides-to-be often look for bling that matches our population’s casual approach to dressing. “Primarily, people are looking for jewelry that will take them from day to night, and they are looking for less ‘sturdy’ pieces that will have to wait until a special occasion” – Michaela Kesselman, vice president of jewelry at the company Wempe USA, says TZR. “Similarly, they want an engagement ring that they can wear every day and that complements their lifestyle.”
However, if you go a little further south, to Brazil, you will find that customers are much more interested in purchasing a product that reflects the established conventions of the country. “Brazil is filled with extraordinary ethnic and cultural richness, but beneath this diversity there is a robust tendency towards traditionalism, which is heavily influenced by European trends and Catholicism,” notes Graziela Kaufman, whose jewelry line of the same name offers timeless pieces and vivid pieces that can’t be found anywhere else. She says many of her clients gravitate toward options that can be passed down from generation to generation.
Of course, there are certain cuts and settings that are loved all over the world. Solitaire rings are also listed as bestsellers by Kaufman Hamilton jewelers Vice President Anne Russell, for whom Princeton, Recent Jersey, and Palm Beach, Florida, are the company’s key markets. Based in the United Arab Emirates THIN Founder Aya Ahmad also found success with her straightforward yet striking design. “Because it is a customary and classic ring with a statement, it will never go out of style,” he says.
Going forward, we’ll collect more insights from these brands and several others across five countries with influential jewelry markets. Keep scrolling to see how engagement rings are selling both near home and around the world.
USA: The Midas Touch
Both Kesselman and Russell share the opinion that American customers seem to gravitate toward designs made of yellow diamonds and sultry gold over colorless stones and platinum or white gold. Hamilton Jewelers has also seen an augment in sales of engagement rings with “fantasy” shapes – such as cushion or oval shapes versus round ones – as well as designs that can be paired with future significant purchases. “Some brides really love wearing a ring, marking a special moment like the birth of a child, a career change, etc. with a up-to-date ring,” explains Russell. “So we are also seeing a trend of buying a diamond eternity band and wearing it for both engagement and wedding ring purposes.”
France: Focus on quality
Design, detail and craftsmanship play an essential role when choosing an engagement ring in the French market.” Wiltier co-founders Iris de la Villardiere and Thomas Montier Leboucher tell TZR. “We focus less on solitaire designs because it’s not the stone that matters most when making a decision, but rather the overall appearance of the ring.” Nowadays, this look is usually something in yellow gold with vintage-inspired accents. “In our market, engagement rings are often passed down from generation to generation, and when this isn’t the case, people still want to create the same [heirloom] feel.” So it’s no wonder that the consistently elegant emerald cut and art deco designs are a popular choice – regardless of passing trends.
Brazil: Art imitating life
While classic silhouettes are always in demand, Kaufman has also noticed a penchant for rings with multiple gemstones and custom details that reflect a couple’s unique love story. “An example would be to include a hand holding roses in the ring design, especially if roses are the bride’s favorite flower,” he explains. “This surreal trend not only adds an element of fantasy and creativity to the jewelry market, but also allows couples to express their uniqueness and history in a meaningful way through jewelry that will be appreciated for a lifetime.”
Australia: socially conscious choices
Australians are generally known for their laid-back approach to life – and a Melbourne jeweler Seb Brown confirms that their approach to jewelry is no different. “Most people are cheerful to mix and match metals, stone types and styles,” he says. “You must also be able to swim in the ocean in your jewels!” It has recently seen an augment in sales of champagne and cognac diamond engagement rings (which have fragile golden hues and a prosperous brown color, respectively), as well as increased awareness about sourcing the stones. “Customers are increasingly interested in the origins of stones and the social impact of mining,” says Brown, adding that his customers generally prefer less customary items. “The six-prong, 1.00-carat engagement ring is becoming less and less popular… [but] Australian Parti sapphires are a perennial favorite with Australian customers.
United Arab Emirates: bold and attractive
Ahmad says the average engagement ring buyer in the UAE is looking for something that’s out of the ordinary. They often choose bespoke options with a bespoke finish rather than an out-of-the-box design, with Art Deco and East-West styles standing out as repeat orders. “Couples usually choose and design the rings together, or the bride chooses them herself,” he continues. “I like the feeling of women’s independence when choosing rings – they know what they want!”
In recent years, FYNE, which works exclusively with lab-grown diamonds, has also seen an augment in local interest in this alternative route. “I see a lot of couples opting for lab-grown diamond rings because it is more valuable to them,” she explains. “This way, they will be able to buy a larger, better quality diamond at a more affordable price.”
