The survey was completed by 2,000 adults in the UK and found that 30 per cent of respondents wanted their engagement ring to come from an independent jewellery store rather than a high-street chain, with ‘uniqueness’ highlighted as the most important factor, followed by clarity.
Regarding shopping preferences, 48 per cent reported they wished to shop with their partners, while 34 per cent preferred to be surprised.
Without any budget considerations, nearly half of the responses indicated a preference for a white diamond. Among those aged 18-24, fancy colour diamonds were most popular. In terms of cut, round brilliant and emerald were the most popular.
Natural diamonds were popular among men (72 per cent). Among those disappointed with their engagement ring, 29 per cent said it was because it wasn’t natural, and 72 per cent said they had hoped for a larger stone.
Natural Diamond Council spokesperson Lisa Levinson said the survey highlighted the significance of individuality and personalisation among modern consumers.
“These findings highlight that natural diamonds are the preferred choice when choosing an engagement ring. This reflects the customers’ desire for individuality, as each natural diamond is inimitably unique,” she said.
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The survey also focused on celebrity engagement rings, with the Duchess of Sussex Meghan Markle identified as the owner of the most popular piece.
Markle's ring features a cushion-cut centre stone between two smaller diamonds from Princess Diana’s collection.
Actress Mila Kunis’ round brilliant diamond engagement ring was second, while singer Adele’s pear-shaped piece ranked third. Kate Middleton’s oval blue sapphire centre stone with a diamond halo surround reached fourth place, while Zendaya’s east-west emerald-cut diamond ring rounded out the top five.
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