20 Oct 2020
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More people are getting hitched, and with larger diamonds!-Diamond Engagement Ring Sales in the U.S.
Pandemic, shmandemic! Nothing can come in the way of love, and as more couples are deciding to get engaged in the U.S., they are expressing their willingness to commit with larger diamonds, observes Vijetha Rangabashyam
By: Diamond World News Service
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Sep 21 2020 12:09PM
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Reference: 25167  

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Historically, in times of uncertainty, people tend to value what really matters in life, and there is nothing more important than the people we love. We have seen people who may have been considering a proposal for some time moved to action. We continue to see a stronger desire for higher quality stones. The classic 1ct round will always be our most popular shape and size but, ovals remain popular Angela Hope, Head Bridal Buyer, Ben Bridge JewelerNo matter how dark the clouds are, there’s always a silver lining. As the world is battling against this stubborn, rather mysterious virus, there are many interesting things happening around us. As human beings, many of us are taking stock of what’s important and what’s not. We are being more mindful, be it handling relationships or buying things that will still be relevant and special a hundred years from now. The diamond industry might have come to a grinding halt in the months of April and May, when the pandemic was at its peak, but by the same token, couples who were locked down together, or those who were living apart, felt more strongly about each other. If they could weather this pandemic together, there’s nothing else in the world they couldn’t face as a couple and this attitude towards love and relationships has led many people to consider tying the knot. “Life is too short”, this proverbial cliché is making people make certain decisions and choices, and getting engaged is one of them. Enter diamond rings, because what better way to express the willingness to spend the rest of one’s life with his loved one than diamonds?

Marked Increase in Engagement Ring Sales
While the global diamond business may be going through a lull, several jewellery retail stores in the U.S. and the UK have only been able to sustain their operations because of a spike in diamond engagement ring sales. When jewellery stores began to emerge out of lockdown, jewellers saw a boom, particularly in engagement rings demand. “Bridal sales were very strong up until the shut down in mid- March. The action started again when we reopened our stores in June, and we are very happy with the July and August we’ve had,” says Angela Hope, Head Bridal Buyer, Ben Bridge Jeweler that has 83 retail stores across West and North West of the U.S. and Canada. The retailer supported a virtual reality engagement. The man was planning to whisk his girlfriend away and get engaged on a beach vacation that they had planned. When that couldn’t happen, because he’s a developer, he created a virtual reality version and proposed that way. “It was so sweet and creative. We were so charmed by the lengths he went to make it magical for her! Historically, in times of uncertainty, people tend to value what really matters in life, and there is nothing more important than the people we love. We have seen people who may have been considering a proposal for some time moved to action,” adds Hope.

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