The trends shaking up engagement and bridal jewellery

"The bridal market is changing and the bridal consumer is changing," Stephen Lussier, chairman of consumer products at De Beers, recently told JCK SAMS Group CEO Steve der Bedrossian, whose company distributes Pink Kimberley and Blush Pink Diamonds, agrees: "Couples are looking at different options to style up their engagement rings," he says Jewellers are turning to unusual engagement rings to satisfy these needs and capitalise on this critical category, which can be the first chance to form relationships with customers that can last years; buying an engagement ring is often the first step in the life journey of a customer, who will go on to purchase wedding jewellery, anniversary gifts, push presents and more.

De Crombrugghe says the demand for fancy-colour diamonds has "Exploded over the last couple of years", which she puts down to celebrity engagement rings, scene-stealing red-carpet jewellery and record-breaking auctions Pearls, too, are becoming more popular in engagement rings - so much so that West Australian pearl jewellery company Kailis has launched a bespoke engagement-ring design service Linneys has also had requests for pearl engagement rings, though the jeweller advises customers that pearl engagement rings will wear differently to a diamond engagement ring due to the fragility and softness of pearls.

After "Yes" comes "I do", which is another opportunity for jewellers to create the memory of a lifetime by selling the wedding ring, the bridal jewellery and the wedding-party jewellery Wedding rings are priced lower than engagement rings and don't have the same fanfare, but there's no reason this jewellery purchase should be an afterthought. . Source