77 Diamonds launches "mengagement" service

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Jeweller reports 63% rise in same-sex couples buying bridal jewellery.

Online diamond jewellery retailer 77 Diamonds has launched a "mengagement" service, promoting its bespoke engagement and wedding service to same-sex couples.

The service was created in response to growing demand from same-sex couples for rings to mark their commitment to one another. 77 Diamonds says it has recorded 63% increase of in the purchase of ‘mengagement’ rings in the past 12 months, and believes this has been bolstered by the recent legalisation of the same-sex marriage.

77 Diamonds communications manager David Allen said: "The legalisation of gay marriage has provided equality for gay and lesbian couples that want to show each other their commitment and love. Having a diamond ring is something so very common in heterosexual unions [and is] a tradition started in 1477."

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Allen added that 77 Diamonds has couples from the LGBT community coming to its showroom to find rings, with the company working to various budgets and styles.
 

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