Why millennial couples opt for bespoke wedding rings

Coloured stones have been getting more attention as the “in” choice for millennials ready to tie the knot, as they are more affordable than diamonds and the colours they offer lend themselves to individualistic looks. But diamonds are still easily the most popular choice for engagement rings provided that they can be personalised.

“Millennial consumers have a strong desire to have something created for them that defines themselves or their personality in a creative capacity. Although there is still a significant lean towards wanting something with classical undertones [they don’t want something ‘trendy’ that will date or they will tire of], the importance of individuality and a sense of uniqueness is a driving force in their decision making,” says Nathalie Melville, creative director of Hong Kong-based firm Melville Fine Jewellery.

Bespoke or made-to-order jewellery seems to be the solution. According to a report published last year by the Hong Kong Trade Development Council, 75 per cent of Chinese of marriageable age in developed cities, such as Beijing, Shanghai, Shenzhen and Chengdu, said they would choose bespoke diamond rings for their wedding. Melville reveals that engagement rings make up 65 to 70 per cent of all her commissions, of which two-thirds are diamond.

In response to demand, more stores are introducing bespoke services and ramping up their ready-made bridal ranges to suit millennials’ tastes.

Take Boucheron for example. The French maison has always offered bespoke services, but has also introduced interesting finished wedding offerings such as the two-toned dual-textured Quatre line and the voguish Facette range, and haute joaillerie such as the Liseret ring, a gorgeous art-deco style specimen, featuring baguette diamonds and black lacquer.

Art deco is especially popular among millennials, along with vintage styles, which are perceived as charismatic. Jonathan J. Abram, director at Ronald Abram, concurs: “Among our millennial clients, the old mine cushion cut diamond is popular, as these stones are charming in appearance. An old mine cushion cut is different than a modern cut cushion diamond in that the old mine cushion is proportioned based on an antique style which our millennial clients find distinctive.”