The chief executive officer of WP Diamonds has revealed seven trends he expects to dominate next year.
Here, Andrew Brown pinpoints the styles he predicts will secure sales in 2020:
ONE OF A KIND
Custom design rings are much more personal than those bought from a retail chain, which is perfect for someone who wants to own something totally unique to them. It’s so romantic to present someone with a ring that has been designed and crafted with them solely in mind. We’re seeing people become more confident in showing off their own style, which might explain why tailor-made rings are becoming increasingly popular. We’re also seeing personalised items pop up in culture everywhere – from phone cases to handbags – which is filtering into more luxury items, such as jewellery.
SOCIALLY CONSCIOUS CHOICES
When it comes to diamonds, we are seeing socially conscious attitudes influencing buying behaviour. With this in mind, we expect to see an increase in consumers purchasing pre-owned diamonds and recycled jewellery. Buying pre-owned from a certified jeweller is the most eco-friendly and affordable way to buy an engagement ring. It reduces the demand for new jewellery and mining, which in turn reduces the damage that this causes to our planet. Others may choose synthetic diamonds, which are made of the same materials as natural diamonds but are produced in a controlled lab setting. While they avoid the unethical side of diamond mining, a significant amount of energy is used to recreate the intense heat and pressure in the earth’s mantle. This brings into question their eco-friendly credentials.
SIZE ISN’T EVERYTHING
We’re seeing a shift away from large, flashy diamond engagement rings and instead moving towards smaller stones, of a higher quality. Customers increasingly want more versatile pieces of jewellery – a ring that they can wear to work, on their date night or while exercising. A radiant, smaller stone fits this brief perfectly. Celebrities are jumping on this trend as well; actress Kristen Wiig wears a beautiful pave diamond band with simple, elegant solitaire diamond centrepiece.
DAINTY AND MINIMALIST
Following the trend of wearing subtle, simple pieces, I’d propose that dainty engagement rings will see a resurgence in 2020. Thin (with a width of 2mm or less) or pave bands (lined with diamonds smaller than .01 carats) are a popular choice as they make the diamond the focal point of the ring. This year, we saw stackable rings at the top of jewellery trends. I expect we’ll see a lot of stacked thin band engagement rings in the New Year. It’s a look that is sophisticated, classic and one that will sparkle in 2020.
THE PRINCESS COMEBACK
Diamond shape means a lot when it comes to picking the ring. In 2020, interestingly, it’s looking like the princess cut is making a comeback. A unique geometric shape with subtle elegance and royal flair. However, the oval cut diamond will remain on top of the list, hugely popularised by engagement rings worn by young celebrities, such as Hailey Bieber.
Made from pure gold mixed with alloy metals, white gold has a beautiful silvery-white colour which compliments all gemstones. Perfect for those who prefer a neutral tone over yellow or rose gold. As we are seeing subtlety remerge in 2020, I’d suggest that the colour of engagement rings will follow this trend and white gold will be a popular, and less expensive, choice for those who are lucky in love!
DIAMONDS ARE A GIRL’S BEST FRIEND… SO LET HER PICK!
The styling of an engagement ring is definitely more of a collaborative effort among couples now. The tradition of one partner going into a jeweller and buying ‘the ring’ without any input from their other half is becoming much less of the norm. It’s a significant investment and a piece of jewellery that is worn for a significant part of their lives, so it makes sense for customers to make the decision collaboratively.