Category
Lifestyle
Caffeine Remix
Trend cluster
Category
Direct-to-Engaged
DTC engagement ring retailers rise in popularity.
3.8
Trend score
What's Happening
What is the Direct-to-Engaged trend?
Direct-to-Engaged: For a long time, one needed to visit a store in-person and consult with an expert to buy an engagement ring. Today, a number of direct-to-consumer jewelers specializing in engagement rings are disrupting this process. These e-retailers appeal to Millennials in particular looking to prioritize value, convenience and in some cases, customization over an expert consultation.
Insight
The consumer insight behind the Direct-to-Engaged trend
As the Millennial demographic starts to plan for life’s milestones, they are looking for the most efficient approach to meet their needs. This generation is digitally fluent due to their daily interaction with communicating online. As a result, they favor the digitized experience for convenience and familiarity.
Evidence
Examples of the Direct-to-Engaged trend
CategoryLifestyle
Bespoke Engagement Ring Retailers
Vrai & Oro Offers Premium and Personalized Jewelry
Opportunity for jewelry retailers to embrace technology and offer customizable engagement ring designs to cater to modern consumers.
CategoryArt & Design
Direct-to-Consumer Engagement Rings
With Clarity Offers Elegant Custom-Made Engagement Rings
Brands can disrupt the traditional retail model by adopting a direct-to-consumer approach and offering personalized experiences.
CategoryLifestyle
At-Home Wedding Ring Try-Ons
Jordan Jack is Simplifying Wedding Band Shopping with a New Service
The online retail industry is embracing at-home try-on services, catering to customers' preference for convenience and ease of shopping.
CategoryLifestyle
Direct-to-Consumer Artisan Jewelers
Durham Rose Offers Bespoke Engagement Ring Options
Utilize online platforms to sell personalized jewelry products and connect with customers.
CategoryLifestyle
Lab-Grown Diamond Rings
Couple Develops Engagement Rings Using Technology
The jewelry industry can benefit from innovating with lab-grown diamonds and offering more customized options for customers.
Workshop question
How much value do in-person interactions to your customer experience? How could this be replicated in a digital experience?
Trend themes
Themes within the Direct-to-Engaged trend
Three behaviours holding the trend together01
Direct-to-Consumer Retail
As consumers prioritize value, convenience, and customization, DTC e-retailers disrupt traditional in-person shopping experiences.
02
Personalized Shopping Experiences
Brands utilize customization software and in-house design teams to create bespoke engagement rings and personal shopping experiences for customers.
03
Lab-Grown Diamonds
Couples who prioritize social consciousness can opt for lab-grown diamond rings, which offer identical quality to that of mined diamonds at a friendlier price point.
Industry implications
What the Direct-to-Engaged trend means for industry
Where the trend changes the playbookFor
Jewelry Retail
Traditional in-person jewelry retailers face increasing competition from DTC e-retailers offering convenience and customization.
For
E-commerce
E-commerce continues to expand as more consumers prioritize the convenience and accessibility of shopping online.
For
Sustainable Fashion
Lab-grown diamonds offer socially conscious options for consumers looking to purchase high-quality engagement rings with a smaller environmental footprint.
Trend signals
Trend signals for Direct-to-Engaged
Trend score 3.8 out of 10, from popularity 66%, activity 40%, freshness 8%.
Popularity66%
Activity40%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
