See

10 February 2016

Solitaire diamond ring, a key purchase

The market for this classic engagement ring is highly competitive, but a great money-spinner.

Jewelers are unanimous: the bridal market, as it is known among professionals, is complicated. The majority of customers generally move towards the Solitaire, a single diamond on a ring. An ultra-classic model is supposed to traverse time without ever going out of fashion, but that doesn’t stop a brand from really standing out and being instantly recognizable. It’s for each designer and jeweler to find a twist to shift or customize this simple ring decorated with a central diamond. Tiffany & Co. has developed exclusive settings like the Tiffany Setting that’s celebrating its 130 years. With a six-claw setting the diamond is held above the ring so that it better captures the light. Van Cleef & Arpels gives the body of the ring the Perlée pattern, for Chaumet it’s a stylized tiara and for the Maison Margiela with its shifting logic, it splits the ring in half, and so forth. One drawback: the engagement ring requires having a considerable stock in terms of design, finger size, weight and quality of stones.

Yet, jewelers and designers all seek to assert themselves on the market because the engagement ring has a huge advantage: the ability to recruit new, younger customers. The engagement ring is also the most likely to generate additional purchases: if the groom finds a trustworthy jeweler, he will return on subsequent future occasions such as births and wedding anniversaries. Each Solitaire is designed to go with other pieces of the collection such as wedding rings, and the other combinations are seemingly endless. Last phenomenal asset: today the engagement ring sells worldwide, including in China where the ever-increasing middle class has adopted this tradition.

Most popular articles

Australia, the new Eldorado

Australia – a country that seems very distant to us, with one of the sparsest populations in the world – is a positive Eldorado for jewelers.

Martin Margiela's jewelry

The Palais Galliera and the Musée des Arts Décoratifs are both organizing exhibitions devoted to Martin Margiela: one on his company, the other on his...

Chaumet exhibits its jewelry drawings

The French jeweler unveils some remarkable jewelry drawings that are also gems of art.   At the 27th salon du Dessin, Chaumet is unveiling 38 drawings of...

« Diane Venet's ideal collection » at the Musée des Arts Décoratifs

From Picasso’s jewels to those of Ai Weiwei, this exhibition featuring Diane Venet’s personal collection, enriched with exceptional loans, shines a...

Gas and its Bohemian workshop

A visit to the Gas workshop, the beating heart of the brand’s “solar chic” style de the hills above Marseille. After a lunch with a chorus of cicadas, under...

1970s Piaget watches at Artcurial

This exceptional sale entitled “Time is Feminine” features fifteen vintage women’s watches signed Piaget.