by David Turgeon, EVP
The Knot’s "2025 Real Weddings Study" offers a sharp look at how Gen Z and Millennial couples are approaching engagement—and the insights we take from it carry weight for every independent jeweler looking to grow their bridal business in 2025 and beyond.
How Couples Meet and Move Toward Engagement:
Online dating remains the dominant way couples meet, with 27% finding their partner through apps like Hinge, Tinder, and Bumble. Still, Gen Z is more likely than Millennials to meet during school years, showing that younger clients may bring a more traditional narrative into your store.
Couples are also taking their time. Clearly 50% of couples date for two to five years before getting engaged, and most talk about marriage long before a proposal. Notably, 61% of Gen Z couples discuss engagement a year or more ahead—compared to 50% of Millennials, signaling earlier intent in the buying journey.
Proposal Planning and Ring Buying:
Proposers have become deliberate. Over half spend one to four months selecting a ring, and store visits are on the rise—an average of five jewelers in 2024 compared to just two the year before. Nearly 70% insist on shopping in person, underscoring the continued importance of brick-and-mortar jewelers. Couples are increasingly making the engagement ring decision together.
December remains the peak month for proposals, with the holidays driving urgency. Many proposers also enlist photographers and vendors to stage the big moment, showing how the proposal itself is now an orchestrated, if not performative, event.
What About The Ring?
Of course, the biggest shift has been the rise of lab-grown diamonds.
For the first time ever, more than half of couples (52%) chose lab-grown stones, helping drive an 18% decline in average spend on engagement rings; down to $5,200 in 2024 from $6,000 in 2021. With lower per-stone costs, couples are opting for larger carat weights, averaging 1.7 carats in 2024 versus 1.5cts in 2021.
That said, during 2025 natural diamonds are beginning to see a quiet resurgence. With their rarity, natural authenticity and powerful symbolism, natural diamonds are increasingly positioned as luxury items—something aspirational that stands apart from the accessible, scalable world of lab-grown diamonds. The higher price point of natural diamonds still signals exclusivity, and jewelers who frame them as natural, heirloom-quality treasures are seeing renewed interest, especially among clients who want their purchase to reflect meaning, authenticity and long-term value.
Design preferences are also shifting: the desire for oval cuts (up 25%) are closing in on rounds (down 25%), hidden halos have overtaken classic halos, and yellow gold is climbing while white gold slips.
The Bottom Line: What This Means for You
Balance Lab-Grown and Natural Diamonds: Lab-grown is now becoming mainstream, but natural is rebounding as the luxury choice. Merchandising both with clear differentiation will serve distinct buyer motivations.
Elevate Natural Diamonds as Luxury: Frame natural (not “mined”) diamonds as rare, aspirational, and heirloom-worthy. Position them as the pinnacle choice for clients seeking authenticity, meaning and lasting value.
Leverage In-Person Experience: With more store visits, your service, friendliness, willingness to educate conversationally, and trust-building are your differentiators. Become a trusted advisor long before they make the purchase.
Highlight Emerging Styles: Stock trending designs: hidden halos, simple elegant looks, oval & other fancy cuts, bezel-set stones & yellow gold. Let shoppers feel they’ve found the “newest” look with you.
Leverage Holiday Proposals: Market bridal aggressively in the 3rd and 4th Quarters to align your messaging with the December engagement surge.
Engage Early: Gen Z couples talk about marriage sooner; build awareness and trust in your store well before they’re ready to buy.
The Final Word:
Independent jewelers who present natural diamonds as a luxury, maintain expertise in lab-grown bridal & fashion, and offer an unmatched in-person customer experience will be best positioned to thrive in today’s shifting bridal market.
As we have said in the past, your most valuable asset is YOU and the real connections you can forge!
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