Coloured stones are gaining more attention as the”in” option for millennials prepared to tie the knot, as they’re more affordable than diamonds and the colours they provide lend themselves to individualistic looks. But diamonds are still easily the most popular selection for engagement rings given that they may be personalised.
“Millennial consumers have a powerful desire to possess something created for them that defines their character in a creative capability. Although there’s still a substantial lean towards wanting something together with classical undertones [they do not want something’trendy’ that will they will tire of], the importance of individuality and a feeling of uniqueness is a driving force in their own decision making,” says Nathalie Melville, creative director of Hong Kong-based company Melville Fine Jewellery.
Bespoke or made-to-order jewellery seems to be the solution. Melville reveals that engagement rings constitute 65 to 70 per cent of her commissions, of which two-thirds are diamond.In reaction to demand, more stores are introducing bespoke services and ramping up their ready-made bridal ranges to match millennials’ tastes.Take Boucheron for instance. The French maison has ever provided bespoke solutions, but has also introduced interesting finished wedding rings offerings such as the two-toned dual-textured Quatre line along with the voguish Facette range, and haute joaillerie like the Liseret ring, a gorgeous art-deco style specimen, featuring baguette diamonds and black lacquer.
Classic, bespoke or personalised rings hold particular appeal for millennials, who are drawn to rings which aren’t mass produced but have a story behind their creation.Ethically sourced materials are also a powerful concern, and jewellers have been stepping up their attempts. Traceable options are not yet readily available for every gem and metal, but Abram says that his new uses ethically sourced stones to the best of his knowledge, while Melville uses Fair Trade Certified materials whenever possible and opts for recycled when they are not.Uncommon supporting stones are another popular option to add some flavour to a diamond ring. Emeralds, sapphires and rubies are the obvious selections for their luxuriousness, and a few elect for their birthstones, perhaps the bride on one side and the groom’s on the opposite. The Banquise ring from Boucheron includes a halo of pearls for a look worthy of Marie Antoinette. Coloured diamonds offer an opportunity to have these rarities which are popular at auctions at a less extravagant cost than as a large central stone.Couples also celebrate their identity with motif rings, for example as Chaumet’s Joséphine rings — motivated from the French empress’ tiaras — Chopard’s palm foliage ring and Harry Winston’s pear-shaped cluster diamond ring. Motif rings flout convention by eschewing the standard solitaire or three-stone look and use symbols to represent oneself and convey character.
On the opposite end of the spectrum, couples that revel in their married status can contemplate couple rings like Harry Winston’s Logo rings, that have an”H” on a single ring and a”W” on another in micropavé diamonds on the atmosphere, representing the brand’s ribbon and also”husband” and”wife”.
As the hardest substance in existence, diamonds fulfil a profound psychological and emotional requirement with their promise of forever. But sentimentality isn’t the only reason for their popularity. Buying different jewels can be intimidating, as art director Dante Suen, 33, states:”My fiancée originally wanted an emerald or an opal, however I had heard that there were lots of fakes and unnaturally enhanced stones, and as a novice buyer, I was perplexed by the way the stone were priced. I opted for a round diamond instead as it was easier to be conscious of the quality and credibility, and since there was a lot of information available on the market rates.”