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Jewelry Adapts as New Trend Sees Women Buying Own Diamond Rings

The jewelry industry’s reliance on the world’s wealthy has forced its hand in adapting to many new social codes: shifting wealth demographics, indifferent Millennials, delayed engagements and widespread casualization in fashion. One of the biggest changes the industry has capitalized on is the rise of women purchasing jewelry for themselves, which has grown to represent up to half of global jewelry sales, according to De Beers, altering the way jewelry is consumed. While the industry now relies on self-purchase to remain afloat, one holdout style had been too mired in social coding to whet women’s appetites — but now that has begun changing, too. Diamond rings — the stalwart symbol of love and commitment — are becoming an increasingly popular choice among women purchasing jewelry for themselves. Attracted to their status, design and investment, women are favoring highly stylized rings that prominently feature diamonds. Big jewelry houses, retailers and designers are tailoring their assortments to get ahead of the trend. “It’s a bit of a liberation in terms of what works for them, what’s acceptable for them and what they are comfortable with. Married or not, women are buying diamond rings for themselves now without limitations,” said Daphne Lingon, Christie’s head of jewelry for

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