# Honest Diamond Jewelry Frank Darling Demystifies the Ring-Buying Process with Transparency By Laura McQuarrie | Published 2019-07-03 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/frank-darling References: [glossy.co](https://www.glossy.co/fashion/beyond-purposeful-confusion-and-paralysis-of-choice-how-dtc-brands-are-updating-diamond-shopping) & [frankdarling](https://frankdarling.com/etiquette/) Frank Darling, offers a selection of both [man-made and natural diamond engagement rings](https://www.trendhunter.com/trends/labgrown-diamond-jewelry), all of which are ethically sourced, sustainably grown and underlined by honesty and an online shopping experience centered on transparency. The D2C ring brand helps to simplify the "4Cs of diamonds" (cut, color, clarity and carat weight) and assist consumers at every step of the process—the small company's gemologist doubles as a concierge for online shoppers. Consumers are able to take a quiz to whittle down the best choices from the brand's 50 styles. To further help people who are looking to propose, Frank Darling offers an 'Etiquette' section on its site with a practical, seven-step guide to buying an engagement ring, as well as articles about ethical sourcing and [at-home diamond care](https://www.trendhunter.com/trends/the-travel-collection). Image Credit: *[Frank Darling](https://www.instagram.com/p/BxAWOcDBZe4/)* ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 70% | Activity: 57% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Weddings](https://www.trendhunter.com/weddings) ## Key Themes ### What's Driving This Trend - **Ethical Diamond Sourcing:** There is an opportunity for disruptive innovation in the diamond industry to provide more transparency and traceability in the sourcing process. - **Online Diamond Shopping:** The convenience and personalized experience of buying diamond rings online has the potential to disrupt traditional brick-and-mortar retailers. - **Concierge Services in E-commerce:** Offering personalized guidance and assistance throughout the online shopping process can enhance customer satisfaction and disrupt the traditional customer service model. ### Who This Affects Most - **Jewelry Retail:** The jewelry retail industry can benefit from adopting transparent sourcing practices and leveraging the online shopping trend to reach a wider customer base. - **Sustainable Luxury:** Incorporating sustainable and ethically sourced materials in the luxury industry can attract conscientious consumers and drive disruptive innovation. - **E-commerce Platforms:** Providing concierge services and personalized assistance to online shoppers can differentiate e-commerce platforms and disrupt the traditional retail model. ## Related on Trend Hunter - [Blockchain-Backed Natural Diamonds](https://www.trendhunter.com/trends/blockchain-backed-natural-diamonds.md) - [Ethical Lab-Grown Diamond Rings](https://www.trendhunter.com/trends/caratbee.md) - [Lab-Grown Fine Jewelry](https://www.trendhunter.com/trends/fallers-jewelry.md) - [Ultra-Chic Bridal Jewelry Lines](https://www.trendhunter.com/trends/2025-engagement-ring.md) - [Curated Wedding Jewellery Lines](https://www.trendhunter.com/trends/wedding-jewellery-guide.md) - [High-Quality Canadian Jewelry Brands](https://www.trendhunter.com/trends/elelle.md) - [Natural Diamond Campaigns](https://www.trendhunter.com/trends/worth-the-wait.md) - [Personalized Mixed-Cut Rings](https://www.trendhunter.com/trends/austen-blake.md) - [Lab-Grown Diamond Jewelry Collections](https://www.trendhunter.com/trends/labgrown-diamond-jewelry.md)