MajorsJul 21, 2025
Rio Grande Expands Personalization OfferingsAs demand for custom jewelry grows, the company is expanding its services to support retailers.
Events & AwardsApr 14, 2016
From AGS Conclave: 6 Takeaways on the Current Bridal Market
What bridal styles are trending and how can jewelers connect with prospective customers using social media? A panel of 3 answered these questions and more at Conclave.
For those looking for an antique engagement ring, Art Deco styles still reign supreme, Danielle Miele of Gem Gossip said during Wednesday’s AGS Conclave panel on bridal styles. This two-tone Art Deco-inspired ring from Just Jules features three rose-cut diamonds set in 14-karat gold ($4,400).
Washington, D.C.--Today’s bridal consumers are finding new ways to shop and plan for the big day, from brides making hints about what rings they want to “pre-shopping” on social media.
At AGS Conclave in Washington, D.C. Wednesday, a panel of three individuals who are plugged into the bridal market discussed where jewelers can find these soon-to-be-engaged customers and how to reach them, as well as which engagement rings styles are trending.
National Jeweler Editor-in-Chief Michelle Graff moderated the discussion, asking questions of panelists Danielle Miele of the blog Gem Gossip, Stacy Tasman Stahl, founder of HowHeAsked.com, and Desiree Hanson from The NPD Group.
Here are six key takeaways they shared with the audience.
1. Customers want something different, unique or custom.
This is especially true in the antique market, Miele said. All these adjectives pertain to antique rings, which are becoming more popular among younger women who definitely don’t want the same ring that their friend has.
“I’ve talked to dealers that can’t keep diamond cluster rings in stock,” Miele said. Also becoming more popular are Victorian- and Edwardian-era styles, while Art Deco continues to “reign supreme.”
In the contemporary jewelry market, meanwhile, Stahl said that she’s seeing a lot of “stories” behind the rings, whether they have a family history or special story about the groom picking out the stone or designing the ring. Additionally, a majority of engaged couples are telling their proposal stories on social media with family and friends, giving retailers a unique opportunity to be a part of that process and get their name out there.
Hanson said that The NPD Group finds that round diamonds continue to dominate, making up two-thirds of sales. Princess cuts are in second but losing market share, likely to the growth of rounds.
Fancy shapes, she added, still make up just a small part of the market but radiant cuts and pear shapes are on the rise.
2. Social media and influencers are helping drive the trends.
While Miele said she thought that customers’ desire to post a special, unique ring online for their family and friends to see was driving certain trends, Stahl said “influencers”--bloggers or popular Instagram users focusing on style and fashion--have something to do with what brides are looking for these days.
This can provide an opportunity for jewelers in their local market.
It’s important for jewelers to reach out to the influencers in their area to inquire
about a possible partnership or coverage, Stahl said.
3. The average engagement ring price probably is approximately $6,000.
A survey from The Knot last year found that the average price of an engagement ring these days is near $6,000.
Hanson said given what they are seeing regarding the average price paid for loose diamonds, $6,000 is likely a correct average for the independents and chains (not mass-market retailers) that NPD Group tracks.
Stahl agreed that the $6,000 figure is likely accurate, adding that since she’s seeing more women looking for either a branded ring that can offer a special look or custom, they’re willing to pay a little more for that value, driving prices upward.
4. Brides are telling their significant others exactly what they want.
Stahl and Miele, both of whom got married within the past year, talked about being very clear with their now husbands before they got engaged about exactly what they wanted, which is something many women are doing these days.
This is especially true on social media, where they might tag friends and boyfriends in pictures of rings to help “clue them in,” Stahl said, making it even more important for jewelers to have strong social channels that show their jewelry.
Instagram is the obvious leader for this, but Facebook also is a good network, as is Pinterest, where many women are creating wedding planning boards.
5. Harnessing social media trends can help attract followers and customers.
Hashtags can be a great way to find customers who are looking for engagement rings.
On Instagram, jewelers need to utilize hashtags that have a significant amount of posts tied to them so that people can find their way to the store’s account.
A big one these days to catch women in their wedding planning process is #weddingwednesday.
Miele has also created one for her blog, #showmeyourrings. Stahl said that many bridal bloggers create their own hashtags, so jewelers should find the ones in their local markets and figure out what hashtags they are using.
6. Customers should be engaged even after the ring has been purchased.
After the engagement ring has been purchased, hold events that will engage both parties in the couple.
Hanson talked about an event organized by one retailer called Battle of the Bands, where they invited local bands to play and emphasized wedding band sales.
“Consumers want a different buying experience,” Hanson said. “If it’s forgettable, they probably won’t come back.”
Along the same lines, Stahl said she believes men’s wedding bands are a missed sales opportunity for many jewelers.
Rather than letting them forget about it and just order the band online later, be sure to let grooms know when they’re in buying an engagement ring that the store is prepared to help them with their needs in that area as well.
3. The average engagement ring price probably is approximately $6,000.
A survey from The Knot last year found that the average price of an engagement ring these days is near $6,000.
Hanson said given what they are seeing regarding the average price paid for loose diamonds, $6,000 is likely a correct average for the independents and chains (not mass-market retailers) that NPD Group tracks.
Stahl agreed that the $6,000 figure is likely accurate, adding that since she’s seeing more women looking for either a branded ring that can offer a special look or custom, they’re willing to pay a little more for that value, driving prices upward.
4. Brides are telling their significant others exactly what they want.
Stahl and Miele, both of whom got married within the past year, talked about being very clear with their now husbands before they got engaged about exactly what they wanted, which is something many women are doing these days.
This is especially true on social media, where they might tag friends and boyfriends in pictures of rings to help “clue them in,” Stahl said, making it even more important for jewelers to have strong social channels that show their jewelry.
Instagram is the obvious leader for this, but Facebook also is a good network, as is Pinterest, where many women are creating wedding planning boards.
5. Harnessing social media trends can help attract followers and customers.
Hashtags can be a great way to find customers who are looking for engagement rings.
On Instagram, jewelers need to utilize hashtags that have a significant amount of posts tied to them so that people can find their way to the store’s account.
A big one these days to catch women in their wedding planning process is #weddingwednesday.
Miele has also created one for her blog, #showmeyourrings. Stahl said that many bridal bloggers create their own hashtags, so jewelers should find the ones in their local markets and figure out what hashtags they are using.
6. Customers should be engaged even after the ring has been purchased.
After the engagement ring has been purchased, hold events that will engage both parties in the couple.
Hanson talked about an event organized by one retailer called Battle of the Bands, where they invited local bands to play and emphasized wedding band sales.
“Consumers want a different buying experience,” Hanson said. “If it’s forgettable, they probably won’t come back.”
Along the same lines, Stahl said she believes men’s wedding bands are a missed sales opportunity for many jewelers.
Rather than letting them forget about it and just order the band online later, be sure to let grooms know when they’re in buying an engagement ring that the store is prepared to help them with their needs in that area as well.
More on Events & Awards
The Latest
TrendsJul 21, 2025
Amanda’s Style File: Graduated With Honors Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement PlansHe retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm NecklaceThe charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.
Weekly QuizJul 17, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJul 18, 2025
Plumb Club Elects New Board MembersThe organization elected its youngest vice president as it looks to draw in fresh talent.
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up! Sponsored by The INSTORE Jewelry Show 2025
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGovGlobally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.
SourcingJul 17, 2025
Rio Tinto Names New CEO, Production Rises at DiavikProduction at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This FallA new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.
SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers ListThe middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With ExhibitionThe auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth GenerationJake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s ImpermanenceThe “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.
MajorsJul 15, 2025
James Avery Expands to 2 More StatesThe Texas-based jewelry retailer has set up shop in Tennessee and Arizona.
Events & AwardsJul 15, 2025
Neiman Marcus Vet Joins Couture as Brand Director Eric Ford will step into the role, bringing with him decades of experience.
MajorsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic ManufacturingIn addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone JewelryThe “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.
MajorsJul 14, 2025
Nanis Opens First StoreThe seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.
IndependentsJul 14, 2025
It’s the Summer of Love at Long’s JewelersThe New England jeweler is hosting a bridal event for the month of August.
SourcingJul 14, 2025
Ethical Gem Fair Heads to SeattleThe trade-only event will host its debut fair in the Emerald City later this month.
