In a time when nothing is traditional, engagement ring styles have followed suit. Maison Birks, Canada’s premier wedding and fine jewellery house, has noted a shift in client engagement ring purchases. Clients are embracing more adventurous options with unique cuts and bold colours. Celebrity Wedding Expert Melissa Andre highlights of the trend.
Celebrity Wedding Expert Melissa Andre
“Engagement rings are now more than a symbol of romantic unity,” says Melissa Andre. “People wear their engagement ring every day. They consider it an expression of personal style.” Born in Toronto, Andre now resides in Beverly Hills and has styled luxury weddings for an enviable roster of A-list clientele including singer-songwriter Cassie, MLB hall-of-famer Roberto Alomar, reality TV star Melissa Molinaro and NFL player Michael Crabtree. She has also styled events for DJ Khalid, The Weekend and Victoria Beckham.
“Famous love stories and celebrity engagements often influence consumer trends,” says Katie Reusch, Bijoux Birks-Marketing Director. “Coloured gemstones have been increasing in popularity ever since Kate Middleton slipped Princess Diana’s sapphire heirloom ring on her finger. Sapphires are now the second most popular gemstone for engagement ring designs at Bijoux Birks, after diamonds.” Meghan Markle’s tri-stone engagement ring has also influenced the market. Historically, 80% of engagement ring sales at Bijoux Birks were solitaire styles. Now, multi-stoned styles make up 50% of purchases. Within the last year, rose gold engagement rings have also surged in popularity accounting for 9% of Maison Birks business compared to 5% in previous years.
With engagement rings becoming less traditional and more personal, both partners are often now involved in the selection and design process. It is less about the surprise, and more about sharing a special experience together as a couple. 50% of partners now shop for engagement rings together compared to 30% in 2018.
In July, Bijoux Birks launched a selection of engagement rings online at MaisonBirks.com for the first time ever, in response to consumer demand. “Since 2020, clients have been investing in larger, higher quality diamonds,” says Reusch. “The average stone selected is now over one carat.”
Bijoux Birks also offers a trade-up program for those who are looking to upgrade their existing stone. Bijoux Birks will credit the original retail price of the ring towards the purchase of another with a retail value that is at least 50% more than the piece being traded in.
Trend: Stackable, Mixed Metals
BIRKS Dare to Dream ™ Stackable Engagement Ring, from $5,600 to $16,650
Trend: Sapphire Gemstone
Birks 1879 ™ Heirloom Round Solitaire Sapphire Engagement Ring with Halo, from $5,500 to $6,450
Trend: Rose Gold, Oval Cut
Birks Rosée du Matin® Rose Gold Oval Cut Diamond Engagement Ring, from $6,700 to $16,050
Trend: Emerald Cut
Square Phillips® Emerald Cut Single Halo diamond Engagement Ring, from $13,700 to $20,450
