New research suggests a shift in how women approach one of the most traditional luxury jewellery purchases, with 75% saying they want an engagement ring to prioritise personal meaning over size or value.
A study of 1,353 UK women carried out by 77 Diamonds* found that 75% say they would prioritise a personalised engagement ring over a larger or more expensive diamond. What seems to stand out is not a complete rejection of convention, but rather a rebalancing and reassessment of value.
59% of women say their preference still leans towards traditional ready-made ring designs, and only 11% want an entirely custom-made piece But the emotional drive behind preferences and purchasing decisions does appear to be changing with 30% expressing a desire for rings that carry additional meaning through small modifications, engravings or design adjustments.
This suggests a desire to own unique pieces while avoiding the complexity and risks of fully bespoke design.
Sentimental value is now the dominant motivation for those seeking personalisation (49%), outweighing considerations such as personal style (25%) or investment potential (4%). In other words, the ring is increasingly expected to tell a story, rather than simply signal status or prestige.
This shift is not without constraint or consideration. Cost remains a significant barrier, cited by 65% of respondents, suggesting that while consumers are looking for meaningful designs, they remain sensitive to cost and the boundaries of traditional jewellery pricing.
The result is a market in transition: one where emotional value is becoming the primary driver of choice, but where legacy ideas of size, price and status continue to shape what is ultimately purchased.
Rather than abandoning tradition, couples appear to be reframing it, prioritising meaning within familiar forms, rather than replacing them altogether.
Co-founder of 77 Diamonds, Tobias Kormind, commented: “What this data shows is a clear shift towards storytelling in today’s engagement ring choices, rather than purchasing rings as simple status symbols. Couples are increasingly looking for ways to make a ring feel personal and symbolic, but without necessarily moving away from traditional designs or the familiarity they offer.
"There is still a strong appreciation for classic styles, such as the solitaire ring, which speaks to the enduring romance of tradition itself. At the same time, concerns around cost and the complexity of fully bespoke pieces mean most consumers are looking for a balance: something distinctive enough to feel personal, but grounded in designs that remain timeless. This is where small adjustments, such as intricate engravings or small ‘hidden’ gems placed inside the band, make all the difference.”
