Deciding on an engagement ring is one of the biggest challenges for a millennial, especially with the drastic changes in the way the wedding industry operates. Millennials are changing the world, and with the rise of technology and social consciousness, new and exciting ways people shop for and choose their engagement rings are becoming increasingly popular.

No longer will a millennial be looking for a traditional, off-the-shelf piece of dubious origins that costs a fortune to obtain, but rather younger generations are looking for something different, if not more reasonably priced as well. Here is how the millennials have changed engagement ring shopping.

A work of art
As far as millennials are concerned, the only ring worthy to find its place around a betrothed finger is one of unique quality and design. In essence, the millennials are looking for uniqueness and true craftsmanship. The need for a ring to stand out and rise above all others in the world is stronger than ever before.

With that in mind, young couples will go to great lengths to find a ring that is truly special, one of a kind. Even if they are working with a limited budget, millennials will rather design their own rings, than pick one out of a display case.

A ring with a story 

With bespoke craftsmanship comes a unique story every ring should portray to the world with its shape, texture, and of course, diamond choice. The engagement ring is a symbol of love everlasting, and thus it needs to evoke certain emotions rather than boast the biggest diamond possible.

No longer is the size of the diamond, or even its clarity, the factor that will determine its worth in the eyes of a young buyer, but rather its intricacy, shape, colouring, and the emotions that come along with it will.

The timeless diamond
One thing is still true for sure, millennials recognise the timeless appeal and importance of buying a diamond engagement ring that will symbolise their eternal love and unwavering resolve. One of the most apparent trends that Australian couples are particularly fond of is that shops selling engagement rings in Melbourne spend plenty of time and effort to familiarise their customers with every possible detail regarding their future purchase.

This is what bespoke ring buying is all about, letting the buyer know how the ring is going to be made, its features, and its origins while offering a unique and intimate viewing experience. Not only does this elevate the brand’s reputation, but it also establishes a bastion of trust with the young, mindful customer.

Conflict-free trade
With all of this in mind, it’s important to note that the days of the notorious blood diamonds are a thing of the past. These days, young couples wouldn’t even want to look at a ring of dubious origins, let alone buy one with a bloody or unrighteous past.

Fair-trade is of the utmost importance in the modern world, and the socially conscious millennial will not only refuse to buy a diamond obtained through cruelty, but they will also openly boycott the brand that attempts to sell it. This could have dire consequences for the seller in the near future.

The online generation

Finally, millennials are the generation of digital natives, as Marc Prensky, the world-renowned speaker and writer would say, and digital natives consume content of every kind through the use of technology and popular online media. This means that even ring shops needed to move their operations online in order to satisfy the rising demographic and stay on top of the latest trends.

Today, a millennial is able to examine a ring from the comfort of their bed, with a 3600 view of the product and all of the necessary details that will help them reach a decision. Moreover, the millennial can design their desired ring online, and have it delivered to their front door, or schedule an appointment at the shop for a private viewing.
Modern trends lead by up-and-coming generations have certainly redefined the way ring-makers and ring sellers conduct their businesses. While diamond rings are still at the core of any engagement ritual, the way they are manufactured, presented, and sold has changed dramatically in order to satisfy the modern social norms and industry trends.

Article by Claire Hastie , Editor, Ripped Me


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