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Where are Millennials buying engagement rings?

Getting engaged is a beautiful and exciting moment that couples get to share. One of the most important aspects of getting engaged is choosing the perfect engagement ring. With so many options and places to buy engagement rings, it can be difficult to know where to begin. In recent years, there has been a growing trend amongst millennials in where they choose to purchase their engagement rings.

Where Are Millennials Buying Engagement Rings?

According to a survey conducted by WP Diamonds, a leading online diamond buyer, millennials prefer shopping for their engagement rings online. In fact, 55 percent of millennials reported that they purchased their engagement ring online, whereas only 28 percent of Gen X-ers and 10 percent of baby boomers did the same.

The preference for shopping online for engagement rings is mainly due to the convenience factor offered by e-commerce sites. Millennials are known for their busy lifestyles and desire for instant gratification. Shopping online provides the convenience of 24/7 customer service, quick delivery, and more options than retail stores. It is a hassle-free and practical option for the modern couple.

However, despite the growing trend in online engagement ring shopping, there are still traditionalists who prefer to purchase from a physical store. According to the same survey by WP Diamonds, 33 percent of millennials opt for mass retailers like Zales and Jared, while 29 percent purchase from their local jewelry store. This shows that there is still a strong demand for brick and mortar stores, where customers can see and feel the rings before buying.

The Pros and Cons of Buying Engagement Rings Online versus In-Store

As previously mentioned, buying engagement rings online has become increasingly popular amongst millennials. Here are some of the pros and cons of buying online versus in-store:

Pros of Buying Engagement Rings Online:

  • Convenience – Online shopping allows customers to shop on their own time, without the need to physically visit the store.
  • Lower Prices – Online retailers are often able to offer lower prices due to lower overhead costs.
  • More Options – Online stores often have a wider selection of rings and styles to choose from.
  • Customization – Online stores often have the option to customize and design your own ring.

Cons of Buying Engagement Rings Online:

  • No Physical Inspection – Customers cannot see and inspect the ring before purchasing.
  • Delayed Shipping – Shipping times may vary and the ring may not arrive in time for a surprise proposal.
  • No Personal Interaction – Customers do not have the opportunity to ask a jeweler questions in person.
  • Privacy Risk – Buying online may provide a privacy risk if the recipient stumbles upon the shipping or purchase confirmation.

Pros of Buying Engagement Rings In-Store:

  • Physical Inspection – Customers can see and inspect the ring before purchasing.
  • Personal Interaction – Customers can ask questions and receive expert advice from a jeweler in person.
  • Immediate Possession – The ring can be obtained immediately. There is no need to wait for shipping or delivery.
  • Peace of Mind – There is a lower risk of being scammed or receiving a fake ring.

Cons of Buying Engagement Rings In-Store:

  • Higher Prices – Brick and mortar stores often have higher overhead costs, making the rings more expensive.
  • Limited Selection – Physical stores may have a smaller selection of rings and styles to choose from.
  • Subjective Advice – Jewelers may offer biased advice or opinions based on their commission or incentives.
  • Crowded and Busy – Physical stores can be crowded and busy, making the shopping experience less enjoyable.


Buying an engagement ring is a big decision and should be done with careful consideration and thought. When it comes to where to buy engagement rings, millennials are choosing online shopping for its convenience and practicality. However, there is still a strong demand for brick and mortar stores where customers can see and feel the rings before buying. Ultimately, the decision on whether to buy online or in-store is a matter of personal preference and should be based on what works best for you and your partner.


What is the most popular engagement ring styles right now?

When it comes to choosing an engagement ring, the options can seem endless. However, there are certain styles that are consistently popular, and this can be helpful to know during the selection process. One of the most important factors to consider is the diamond cut, which greatly impacts the overall appearance of the ring. Currently, the most popular diamond cut for engagement rings is the round brilliant cut.

Round brilliant-cut diamonds are the quintessential sparklers due to their outstanding light performance and universal shape. These diamonds are designed to reflect light in a way that maximizes their brilliance and fire, resulting in a stunning sparkle that catches the eye. Additionally, the round shape is incredibly versatile and works well in any setting style.

Another popular engagement ring style is the halo setting, which features a center diamond surrounded by a ring of smaller diamonds. This design maximizes the overall sparkle and gives the illusion of a larger center stone. The cushion-cut diamond is a popular choice for halo settings, as its rounded square shape complements the ring of smaller diamonds.

Vintage-inspired engagement rings are also gaining popularity, with many couples opting for designs that harken back to earlier eras. These may feature intricate details such as filigree work, engraved bands, or colored gemstones. The oval-cut diamond is a popular choice for vintage looks, as its elongated shape is reminiscent of Art Deco designs.

Finally, minimalist engagement rings are perfect for those seeking a low-key, understated look. These rings often feature a simple band with a single, small diamond, and are a great choice for those who prefer a more subtle style. The pear-shaped diamond is ideal for minimalist designs, as its unique shape stands out without overwhelming the simplicity of the band.

There are many popular engagement ring styles to choose from, but the round brilliant cut remains the most in-demand. Whether you prefer a traditional look or something more modern, there is no shortage of options available to suit your personal style and taste.

Are Gen Z buying diamonds?

When it comes to purchasing diamond jewelry, it seems that Gen Z consumers are indeed interested in buying these precious stones. According to a recent report by De Beers Group, a total of 41% of diamond jewelry sales in 2019 were made to consumers under the age of 40. This suggests that there is still a sizable market for diamond jewelry among younger consumers, despite the rise of alternative jewelry materials and the increasing popularity of lab-grown diamonds.

The report also found that Gen Z consumers were more likely to purchase branded diamond jewelry compared to older generations. Specifically, 76% of diamond jewelry purchases by Gen Z consumers were branded, compared with 64% for Gen X and only 38% for Baby Boomers. This suggests that branding plays an increasingly important role in the purchasing decisions of younger consumers.

In addition, the report found that affluent consumers and those purchasing diamond jewelry for themselves were more likely to desire brands. This could be due to a desire to showcase their wealth or to align themselves with certain luxury brands that they perceive as fashionable or aspirational.

While the diamond industry has faced challenges in recent years, including concerns around ethical sourcing and sustainability, it seems that younger consumers are still interested in purchasing diamond jewelry. However, the industry may need to adapt to changing consumer preferences and concerns around environmental impact in order to maintain its appeal to newer generations of diamond buyers.

Why are Gen Z buying luxury?

In recent years, there has been a significant shift in consumer behavior amongst Gen Z individuals which has led to a rise in demand for luxury goods. Unlike previous generations that were more inclined towards buying affordable and practical daily use items, Gen Z and millennials are more focused on acquiring luxury items. One of the primary reasons behind this trend is the millennials’ good purchasing power.

This generation is earning more and at the same time, they are more cost-conscious. Studies suggest that millennials are better at budgeting and saving than their previous counterparts. This means they have a considerable amount of disposable income which they often use to invest in quality, timeless luxury pieces. They look at luxury items as investment pieces, rather than just a materialistic purchase, and they understand the value of quality.

Moreover, social media has also played a major role in changing the way millennials and Gen Zers view luxury goods. Social media influencers and celebrities are always showcasing and promoting luxury items, making it seem more attainable and desirable to the younger generation. They are also popularizing a more sustainable and eco-friendly lifestyle that supports the purchase of items that offer longevity, quality, and environmental sustainability.

Another factor that is driving the demand for luxury goods among Gen Z is the change in spending habits. Unlike earlier generations, millennials and Gen Z individuals prefer to invest in quality over quantity. The desire for minimalistic living, and the need to contribute towards a more sustainable future is also influencing the purchasing behavior of this generation and has led them to invest more in long-lasting luxury items.

The rise in demand for luxury goods among Gen Z and millennials can be attributed to a range of factors. From better purchasing power, a desire to invest in quality items that offer longevity and sustainability, and the influences of social media or celebrities, all have contributed to this trend. As the younger generation becomes more financially stable and socially responsible over time, it is expected that the demand for luxury goods will continue to grow.

Who buys the most diamonds?

The diamond industry generates a significant portion of the global economy, and it is essential to know who buys the most diamonds to understand the industry’s dynamics. According to recent data, the United States is the world’s largest diamond importer, with a total import value of $24.4 billion. This amounts to 20.8% of the total diamond imports worldwide. The country has a long-standing love for jewelry, and diamonds are a popular choice for engagement and wedding rings.

Following the United States, India is the second-largest diamond buyer, with a total import value of $19 billion, which accounts for 16.2% of the world’s diamond imports. The Indian diamond industry has grown significantly in recent years, and India is now the world’s largest diamond polishing hub. The country’s thriving diamond industry has contributed significantly to its economy and provided employment opportunities for many people.

Hong Kong is the third-largest diamond importer, with a total import value of $18.9 billion and a market share of 16.1%. The city is recognized as a significant global trading hub for diamonds, with a strong infrastructure that supports the industry.

Belgium, known for its diamond polishing expertise, is the fourth-largest diamond importer, with a total import value of $15.4 billion, accounting for 13.1% of total diamond imports globally. The country is home to the Antwerp diamond district, which is the world’s largest diamond trading hub.

The United Arab Emirates is the fifth-largest diamond importer, with a total import value of $9.2 billion and a market share of 7.8%. The country’s diamond trade is centered around the Dubai Diamond Exchange, which acts as a critical trading platform for diamond dealers.

China is the sixth-largest diamond importer, with a total import value of $7.8 billion, which accounts for 6.6% of the global diamond imports. The demand for diamonds has grown significantly in China, driven primarily by the country’s rising middle class.

Israel is the seventh-largest diamond importer, with a total import value of $7.1 billion, accounting for 6% of the total diamond imports worldwide. Israel is well-known for its diamond cutting and polishing industry, and the country has a robust diamond exchange that facilitates trade.

Switzerland is the eighth-largest diamond importer, with a total import value of $2.5 billion, accounting for 2.1% of the world’s diamond imports. The country plays a significant role in the diamond trade as it is home to several diamond trading centers and a major hub for luxury watches and jewelry.

The diamond industry’s biggest consumers are primarily concentrated in the United States, India, Hong Kong, Belgium, and the United Arab Emirates. These countries have a significant influence on the global diamond trade and contribute significantly to the industry’s growth and development.