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The Brands Convincing You to Buy an Engagement Ring Off Instagram

A new cohort of mostly female, social media savvy founders are breaking with decades of jewellery industry tradition in pursuit of young consumers.
A number of DTC brands have popped up over the past decade, including Ring Concierge
A number of DTC brands have popped up over the past decade, including Ring Concierge (Ring Concierge)

For decades, if you wanted to buy an engagement ring, and weren’t looking to pay Cartier or Tiffany prices, there were two main options.

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Further Reading

The Future of Watches and Jewellery: Adapting to Rapid Change

The inaugural edition of The State of Fashion: Watches and Jewellery Report by The Business of Fashion and McKinsey & Company forecasts a shake-up in priorities for hard luxury as well as different recovery scenarios across geographies and consumer segments.

When High Jewellery Meets Lab-Grown Diamonds

Former executives from Harry Winston and Cartier are betting on recycled gold and lab-grown diamonds to revive a 160 year-old Paris jeweller favoured by Empress Eugénie and Anna Wintour.

About the author
Diana Pearl
Diana Pearl

Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.

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