# Alternative Engagement Ring Retailers Tomfoolery London Specializes in Non-Traditional Rings By Joey Haar | Published 2017-03-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/tomfoolery-london References: [thejewelleryeditor](http://www.thejewelleryeditor.com/bridal/article/alternative-engagement-rings-london-tomfoolery-boutique/) & [tomfoolerylondon](http://tomfoolerylondon.co.uk/rings/unique-engagement-rings) Aside from the wedding ring itself, the engagement ring is the most important piece of jewelry that anyone can give or receive, and Tomfoolery London is a jeweler devoted to making that ring as special as possible. Exhibiting "the most inspiring and different engagement rings," as the retailer's site avers, Tomfoolery London sells [unique engagement rings](https://www.trendhunter.com/trends/nontraditional-engagement-ring) crafted by sought-after contemporary jewelry designers. Perhaps because of the tradition of the institution of marriage, engagement rings have themselves tended toward a very traditional design. For the most part, they consist of a diamond solitaire housed in a silver band, with the major difference being the size of the diamond. Tomfoolery London's rings are instantly recognizable — while they might use silver or diamonds, they might also use rose gold, titanium, rough diamonds, [colored gemstones](https://www.trendhunter.com/trends/boom-by-daniele), and more. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 79% | Activity: 57% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Romance](https://www.trendhunter.com/romance) ## Key Themes ### Key Themes Behind This Trend - **Non-traditional Engagement Rings:** There is an opportunity for jewelry designers to specialize in creating unique engagement rings that deviate from traditional designs. - **Innovative Materials for Rings:** Using alternative materials such as titanium and colored gemstones in engagement ring designs can set jewelry brands apart in the market. - **Online Engagement Ring Retailers:** E-commerce jewelers can offer an alternative shopping experience for those seeking non-traditional engagement rings with unique designs. ### Where This Applies - **Jewelry Design:** Jewelry designers can disrupt the engagement ring market by creating unique, non-traditional designs that appeal to modern consumers. - **E-commerce:** E-commerce businesses can disrupt the traditional jewelry market by offering innovative engagement ring designs with customizable options and an easy online shopping experience. - **Luxury Goods:** Luxury jewelry brands can cater to modern consumers by including non-traditional engagement rings in their product offerings, offering a wider range of designs and materials. ## Related on Trend Hunter - [One-Of-A-Kind Engagement Rings](https://www.trendhunter.com/trends/oneofakind-engagement-ring.md) - [Coffin-Shaped Engagement Rings](https://www.trendhunter.com/trends/coffin-shaped-engagement-rings.md) - [Personalized Mixed-Cut Rings](https://www.trendhunter.com/trends/austen-blake.md) - [Curated Wedding Jewellery Lines](https://www.trendhunter.com/trends/wedding-jewellery-guide.md) - [Carrot-Shaped Engagement Rings](https://www.trendhunter.com/trends/carrot-gold-engagement-ring.md) - [Confectionery-Inspired Ring Designs](https://www.trendhunter.com/trends/brilliant-earth.md) - [Unique Wedding Bands](https://www.trendhunter.com/trends/unique-wedding-bands.md) - [Personalized Wedding Bands](https://www.trendhunter.com/trends/personalized-wedding-bands.md) - [Bridal-Inspired Jewelry Collections](https://www.trendhunter.com/trends/future-heirlooms.md)