In addition to their stores across the UK and Europe, 77 Diamonds is also Europe's largest online jewellery store specialising in both natural and lab grown engagement rings. We asked Tobias Kormind, Co-Founder and Managing Director for the lowdown on new trends, buying online, and, of course, his thoughts on the great debate between naturally sourced and lab grown.
What new trends are being seen when it comes to proposals?
When proposing, we’ve noticed customers really love little secret additions to their engagement rings. Slight touches that aren’t visible to anyone else and that only they know about. This in some way symbolises the unique bond shared between two people in love, a secret language that only they can understand. This is why our recent Starlight Collection has been so well received thanks to the addition of a small secret diamond located under the centre stone, set in the shape of a star to guide them into this new chapter.
We’ve also seen the revival of Toi et Moi proposal pieces, that is, rings that feature two stones instead of one. Meaning ‘You & Me’ in French, this design was very popular in the 19th century. Today, we’re seeing many celebrities sporting a Toi et Moi ring, again: a fitting symbol for two people in love. This ring design is wonderful as it offers so much versatility. The stone combinations are endless, many customers like seeing their own birthstone set alongside their partner’s, which allows for unique and uncommon ring designs. We’ve recently launched our own Toi et Moi jewellery collection and expect our rings to be very well-received.
Which are your current bestsellers?
Current bestsellers are all from our Starlight collection, especially our delicate Starlight Engagement Ring, that shows a classic solitaire on a tapered band, with a secret diamond set underneath the centre stone. Other pieces from our previous collections, such as the Paloma Engagement Ring, are also very popular.
Does this vary according to country?
Yes, ring preferences do sometimes vary country to country, but this mostly concerns our clients’ choice of centre diamond. In countries such as Germany or Austria, we’ve noticed our customers put more emphasis on diamond quality rather than size, whereas customers from the US seem to prefer bigger, more visible diamonds for their engagement rings. UK customers like a perfect balance of size and quality, and usually select diamonds that are around 1ct to 2ct.
When it comes to bespoke rings, what sort of styles are being requested?
As mentioned above, Toi et Moi engagement rings seem to be a big trend. Clients often like to create designs that aren't available directly on our website through our bespoke service, as it allows them to select a very particular Toi et Moi ring, set for example with their favourite diamond combination or two birthstones. We also have many commissions for trilogy rings, set with larger accent diamonds than what is readily available online, or switching up our existing designs with accent gemstones instead of diamonds. Our bespoke service allows any of our existing rings to be slightly altered or modified, if our clients so wish.
Finally, luxurious tennis jewellery always seems to be a favourite in bespoke — many clients like to create a sparkling tennis bracelet or tennis necklace to wear on their wedding day.
Do couples tend to be more experimental when buying lab grown rings?
Yes, couples often feel more inclined to experiment with lab-grown diamonds, largely because of their affordability compared to natural diamonds. This enables them to consider larger stones or prioritise higher quality, expanding their choices in ways they might not have with natural diamonds.That being said, for engagement rings there’s still a strong emotional component, so many couples stay relatively traditional. However, when it comes to other jewellery pieces like necklaces, earrings, or bracelets, couples are more willing to try unique designs with lab-grown diamonds, as these items offer more of an opportunity for creative expression. With lab-grown options, there’s greater flexibility to explore different styles and designs without the same financial commitment.
Have you noticed any difference between the couples who opt for lab grown diamonds, as opposed to those choosing naturally sourced?
Couples tend to choose lab-growns to widen their options, especially younger generations who perhaps cannot justify spending a lot of money on a natural diamond and would rather put that towards buying a home or putting aside for their wedding. In the end, that’s the main reason why we offer both options to really give our clients the power of choice and select the piece that best fits their lifestyle and budget.
What sort of feedback do you get from couples opting to purchase online?
Our clients really love the experience of purchasing their engagement ring online because it gives them access to one of the world’s largest diamond databases. They can fine-tune their diamond search to be as detailed as possible, and really discover that one perfect diamond that ticks all the boxes. They can then easily add it to the ring of their choice, choose the metal they prefer, and have it engraved — and all this from the comfort of their home. In a sense, they become their own ring designers, and they can enjoy the freedom and flexibility of experimenting with different rings before committing. They can even build a prototype of their design through our virtual ring builder. We have many customers come back to us, saying how easy it was to create their rings online. Even though they may have had a few doubts at first, in the end they are fully sold on the idea. I would suggest everyone should try it, for the simple joy of having a little fun building a ring online.
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