Fact: Any place where people are falling in love and getting married usually has a healthy demand for engagement rings. The exact couples shopping for, however, is an ever-evolving proposition, and varies greatly around the world. And according to jewelry around the world, local trends have a lot to do with the cultural perspective as well as the region’s general approach to fashion.
Here in the United States, for example, brides are often looking for something flashy that fits our demographic’s casual style of dressing. “Basically, people are looking for jewelry that can take them from day to night, and they’re looking for less ‘heavy duty’ pieces that you have to wait until a special occasion to wear. Michaela Castleman, vice president of jewelry Wempe US, says TZR. “Likewise, they want an engagement ring that they can wear every day and complement their lifestyle.”
But travel a little further south than Brazil, and you’ll find a customer base more invested in buying a piece that reflects the country’s firmly established conventions. “Brazil is full of extraordinary ethnic and cultural richness, but beneath this diversity, there is a strong traditionalist streak, heavily influenced by European trends and Catholicism,” notes Graziella Kaufman, whose Self-titled jewelry line Offers timeless elements and dynamics, can’t be found anywhere else. Many of her clients lean toward options that can be passed down through generations, she says.
Of course, there are some kits and settings that are loved internationally. Solitaire rings have been cited as Kaufman’s bestsellers as well. Hamilton Jewellers Vice President Ann Russell, who counts Princeton, NJ and Palm Beach, FL as key markets for the company. Based in United Arab Emirates Fine Founder Aya Ahmed has also found success with simple, yet striking, designs. “Because it’s a traditional and classic statement ring, it will never go out of style,” she says.
Ahead, we’ve compiled insights from these brands and a few others from five countries with influential jewelry markets. Keep scrolling to see how engagement rings are selling close to home and around the globe.
America: The Midas Touch
Both Kesselman and Russell say U.S. buyers are moving toward colorless stones and platinum or white gold designs over yellow diamonds and warm gold. Hamilton jewelers have also seen an increase in sales of “fancy” shaped rings — think cushion or oval cut versus round — as well as designs that can be paired with meaningful future purchases. “Some brides really like to pile on, marking a significant moment like the birth of a baby, a career transition, etc., with a new ring,” explains Russell. “So we’re also seeing a trend toward buying a diamond eternity band and wearing it for both engagement and wedding ring purposes.”
France: A Quality First Mindset
Design, detail and craftsmanship play an important role in choosing an engagement ring in the French market. Voltaire Co-founders Iris de la Villardiere and Thomas Montier Leboucher tell TZR. “We pay less attention to solitaire designs, because the stone is not at the forefront of the decision, but rather the overall look of the ring.” These days, yellow gold with vintage-inspired touches is said to be something of a look. “Engagement rings are often passed down generations in our market, and if they’re not, people still want to make them. [heirloom] feel.” It’s hardly surprising, then, that they’ve consistently found elegant emerald cuts and Art Deco designs to be popular choices—regardless of passing trends.
Brazil: Art Imitating Life
While classic silhouettes are always in demand, Kaufman also focuses on rings with multiple gemstones and custom details that reflect a couple’s unique love story. “An example would be to incorporate a hand-held rose into the ring design, especially if the rose is the bride’s favorite flower,” she explains. “This realistic trend not only adds an element of fantasy and creativity to the jewelry market, but also allows couples to express their individuality and history in a meaningful way through a piece of jewelry that will be cherished for a lifetime.” “
Australia: A socially conscious choice
Australia, in general, is known for its laid-back lifestyle – and the Melbourne-based jeweler Apple Brown Confirms that their attitude towards jewelery is no different. “Most people are happy to mix and match metals, stone types and styles,” he says. “Also you need to be able to swim in the ocean in your jewelry!” Recently, it has increased sales of engagement rings featuring champagne and cognac diamonds (which have a soft gold color and a rich brown color, respectively) as well as raising awareness of the stones’ mining. has happened “Customers are becoming more interested in the genesis and social impact of mining stones,” Brown says, adding that his buyers generally prefer less traditional pieces. “The 6 prong, 1.00ct diamond engagement ring is becoming less and less popular… [but] Australian Party Sapphires are a perennial favorite with Australian customers.
United Arab Emirates: Bold and beautiful
Ahmed says the average UAE engagement ring buyer is looking for something that is anything but ordinary. They often opt for bespoke options with a personal touch on straight-to-case designs, with Art Deco and East-to-West styles emerging as recurring requests. “Couples usually choose and design their rings together or the bride chooses them herself,” she continues. “I love that women feel free when choosing rings here – they know what they want!”
FYNE, which works exclusively with lab-grown diamonds, has also seen an increase in local interest in this alternative route in recent years. “I see a lot of couples turning to lab-grown diamond rings because there’s a lot more value proposition to them,” she explains. “That way they can buy a bigger and better quality diamond at a more accessible price.”
Credit : www.thezoereport.com