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."

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.