# Direct-to-Engaged DTC engagement ring retailers rise in popularity. By [Mary Van Puymbroeck](https://www.trendhunter.com/Mary.Puymbroeck), Research Advisor at Trend Hunter | Published May 30, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/directtoengaged ## Key Figures - Trend score: 3.8/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Apr 27, 2018 to Jul 18, 2019 - Published: May 30, 2019 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, South America, Europe, Asia ## Examples of the Direct-to-Engaged trend 5 featured examples from Apr 27, 2018 to Jul 18, 2019. - [Bespoke Engagement Ring Retailers](https://www.trendhunter.com/trends/vrai-oro): Vrai & Oro Offers Premium and Personalized Jewelry (Category: Lifestyle) Implication: Opportunity for jewelry retailers to embrace technology and offer customizable engagement ring designs to cater to modern consumers. - [Direct-to-Consumer Engagement Rings](https://www.trendhunter.com/trends/custommade-engagement-ring): With Clarity Offers Elegant Custom-Made Engagement Rings (Category: Art & Design) Implication: Brands can disrupt the traditional retail model by adopting a direct-to-consumer approach and offering personalized experiences. - [At-Home Wedding Ring Try-Ons](https://www.trendhunter.com/trends/wedding-band-shopping): Jordan Jack is Simplifying Wedding Band Shopping with a New Service (Category: Lifestyle) Implication: The online retail industry is embracing at-home try-on services, catering to customers' preference for convenience and ease of shopping. - [Direct-to-Consumer Artisan Jewelers](https://www.trendhunter.com/trends/bespoke-engagement-ring): Durham Rose Offers Bespoke Engagement Ring Options (Category: Lifestyle) Implication: Utilize online platforms to sell personalized jewelry products and connect with customers. - [Lab-Grown Diamond Rings](https://www.trendhunter.com/trends/labgrown-diamond): Couple Develops Engagement Rings Using Technology (Category: Lifestyle) Implication: 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? ## Themes within the Direct-to-Engaged trend ### Direct-to-Consumer Retail As consumers prioritize value, convenience, and customization, DTC e-retailers disrupt traditional in-person shopping experiences. ### Personalized Shopping Experiences Brands utilize customization software and in-house design teams to create bespoke engagement rings and personal shopping experiences for customers. ### 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. ## What the Direct-to-Engaged trend means for industry ### For 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 for Direct-to-Engaged Trend score 3.8 out of 10, from popularity 66%, activity 40%, freshness 8%. - Popularity: 66% - Activity: 40% - Freshness: 8% ## Recent trend clusters - [Caffeine Remix](https://www.trendhunter.com/protrends/portable-caffeine-formats) (Lifestyle) - [Shortcut Suppers](https://www.trendhunter.com/protrends/premium-ready-meals) (Lifestyle) - [Festive Boosts](https://www.trendhunter.com/protrends/seasonal-energy-flavors) (Lifestyle) - [Tasting Ladders](https://www.trendhunter.com/protrends/bourbon-sampler-packs) (Lifestyle) ## Trending in Lifestyle - [Influencer-Curated Cafe Menus](https://www.trendhunter.com/trends/kit-keenan) - [Fragrant Body Care Ranges](https://www.trendhunter.com/trends/summer-fridays-body-collection1) - [Gaming-Integrated Pizza Promotions](https://www.trendhunter.com/trends/gaming-integrated-pizza-promotions) - [Fashionable Frozen Yogurts](https://www.trendhunter.com/trends/aritzias-aok-caf) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)