Paterson Fine Jewellery (PFJ) head of marketing Angela Han said orders for its Royal Blue range had increased after the wedding due to the ceremony that highlighted the sentimental value of the ring.
“The wedding ceremony reminded people how precious and meaningful jewellery can be. With Mother’s Day coming up, we’ve found many retailers providing feedback on how their customers include husbands who want to rekindle romance with the Royal Blue ring and how our pieces have become a symbol for men to celebrate the women in their lives,” Han said.
PFJ released a specifically designed range including a ring, earrings and pendant all inspired by the original Lady Di blue sapphire engagement ring.
Han said PFJ had designed the range with classic designs and simple packaging so that it would continue to appeal to those who liked the design, even months after the wedding.
She expected the wedding to be a hot topic for another few weeks, at least – hype that would further generate interest in royal wedding-inspired jewellery.
“With the newlyweds’ honeymoon and new life together remaining the centre of media attention, we have every reason to believe our Royal Blue suite will continue being in high demand for months.”
Owner of Shepparton Showcase Jewellers Stephen Schneider stocks PFJ’s Royal Blue range and told Jeweller that sales had been strong in the aftermath of the wedding.
“Interest in sapphire and diamond-set jewellery in the classic cluster design has certainly been rejuvenated over the months leading into the royal wedding but excitement from the grand event has certainly continued with many enquiries over the weekend [after the royal wedding].” Schneider said.
Chamilia’s national marketing manager Jenelle Trisic said Chamilia was still receiving enquiries for its royal engagement bead released in March.
“We had an extremely positive response from both retailers and consumers and we anticipate sales will be strong even after the wedding,” Trisic said.
She said the bead was not exclusively tailored towards those who wanted to recreate royal wedding jewellery.
“Not only are consumers looking for pieces to represent an occasion but they are looking for stylish and fashionable jewellery,” Trisic said.
Moi Moi Fine Jewellery owner Alana Chang Weirick predicted that the trend would continue for some time yet. Moi Moi launched a created blue sapphire ring last year.
“We are talking about one of the most infamous rings of our time. The new Duchess has such an accessibility about her that many women worldwide will aspire to dress and fashion themselves like her,” Chang Weirick said.
“Jewellery will be no exception.”
Schneider echoed Chang Weirick’s thoughts.
“The event highlights the significant influence of women who positively inspire the broader community across many levels. Classic jewellery designs are appreciated by generation after generation and can be created in a variety of sizes, metals and combinations,” Schneider said.
Pandora released its own limited edition royal wedding charm in the first week of April and head of marketing and communications Jeff Burnes said the charm had been “enthusiastically embraced by retailers and consumers”.
One of its stockists, Richmond-based Carati Jewellers told Jeweller it had not received any royal wedding jewellery sales since the wedding, despite strong sales before it.
HISTORY OF THE SAPPHIRE RING
Kate Middleton's sapphire engagement ring is the original ring that Prince Charles used to propose to Diana in 1981. The ring weighs 18 carats and is surrounded by 14 small diamonds in an elegant cluster setting.
Diana chose it herself amid initial reservations that it had not been custom designed for her and the ring soon developed into an iconic symbol of the couple's royal union. It cost £28,000 ($42,640) in 1981.
More reading:
Royal engagement puts sapphire in spotlight
Commemorative beads to mark royal wedding