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Gayatri Bhaumik

The modern engagement ring may have originated as a commercial campaign in the 1930s and 1940s but today, it’s a deeply personal artefact. As they look for the perfect ring to mark their commitment, couples are embracing the uniqueness of their connection.
Loletta Lai, Natural Diamond APAC vice-president of De Beers Group, says that in 2026, couples are prioritising personal narratives as they search for rings that tell an “authentic story of individuality and connection”.

Sally Ryder, director of Hong Kong-based Ryder Diamonds, echoes this turn towards bespoke rings, saying “Shoppers are now prioritising personalisation, [opting for] hidden engravings, birthstones, distinctive setting styles and thoughtful metal or stone choices that feel uniquely theirs.”
So, while tradition still plays a role – round diamonds on platinum or white gold bands remaining popular, for example – there’s a growing interest in thinking outside the box for what’s arguably the most important jewellery purchase a couple will make.
But celebrity culture is still a big influence, too. “Taylor Swift’s ring, in particular, has driven increased requests for old mine cushion [diamonds] and more handcrafted, vintage-leaning settings,” says Ryder, who specialises in bespoke diamond jewellery. “At the same time, stars like Dua Lipa and Zendaya have boosted interest in chunkier yellow gold and mix-and-match metal stacks for both the engagement ring and wedding band.”

Classic, bright white diamonds remain a popular choice for many couples. But this year, jewellers are seeing a shift towards other colours – which many attribute to the popularity among celebrities – of what are termed desert diamonds. These natural diamonds – infused with warm, earthy tones ranging from champagne and honey to cognac and yellow – each carry subtle variations that are a celebration of individuality. They’re becoming so sought-after that De Beers launched a campaign around these stones for their bridal collection.
“Desert diamonds have gained momentum since [the campaign’s] launch last year, •as warmer-toned natural diamonds rise in popular culture and are embraced by figures like Bad Bunny, Doja Cat and Teyana Taylor,” Lai explains. “This aesthetic shift is mirrored in high-profile bridal moments – especially Taylor Swift’s warm, candlelight-toned natural engagement ring.”
Equally significant is the subtle shift in metal preferences. While silver-toned bands are still very much favoured, couples looking for more bespoke designs are increasingly gravitating towards metals of other colours.
“Platinum and white gold remain staples for their durability and clean lustre,” adds Lai, “but yellow gold – and rose gold – have shifted upwards significantly in 2026, inspired by vintage glamour and warmer tones that complement elongated natural diamond cuts.”
The clearest physical manifestation of this comes from Graff’s Icon Radiant Cut Yellow Diamond Engagement Ring, which features a fancy yellow diamond and yellow diamond pavé band, set in yellow gold.
Taylor Swift’s internet-breaking engagement ring is arguably also responsible for a resurgence in vintage design, though one softened by modern preferences. Geometric diamond cuts and antique-inspired silhouettes are very much in demand, though they’re being interpreted with an eye for contemporary sensibilities.
Shoppers are now prioritising personalisation, [opting for] hidden engravings, birthstones, distinctive setting styles and thoughtful metal or stone choices that feel uniquely theirs
Sally Ryder, Ryder Diamonds
“We’re seeing a strong comeback of art deco and vintage-inspired designs,” notes Ryder, adding that there’s also been a “big rebound” in elongated cushion and old mine cushion shapes – alongside oval, marquise and cushion-cut styles – thanks to the engagement rings of celebrities like Selena Gomez and Hailey Bieber. Lai agrees that “fancy shapes” like ovals, pears and emeralds and geometric bezel settings and asymmetrical designs, “are surging among luxury clients seeking personalisation”.
The rise of these elongated stone shapes is driven by three main factors. The biggest consideration is the illusion of size, with some experts positing that a two-carat oval appears 15 to 20 per cent larger than a round diamond of equal weight. But, there are two aesthetic factors, too: longer shapes elongate the finger, giving a more elegant appearance, and they offer a contemporary and unique feel.

Even setting choices are hinting at geometric and vintage preferences. The enhanced sparkle of a classic halo setting remains popular for adding a touch of glamour to nostalgic designs, while the sharp, clean lines of the contemporary bezel setting offer a sought-after, angular, contemporary look.
Beyond the aesthetic choices, couples are also personalising their engagement rings by focusing on the provenance of the diamond they choose. Lab-grown diamonds have become popular in recent years, capturing a 20 per cent share of the diamond jewellery market, and making up 52 per cent of centre stones in 2024 – an increase from 12 per cent in 2019. But they’re still not the choice for the most discerning customers.
“With their billions-of-years-old rarity and increasingly transparent, ethical traceability, [natural diamonds] are emerging as the discerning choice for luxury milestones, symbolising enduring value,” explains Lai. The current engagement ring market is driven by younger, more affluent consumers who prize authenticity, craftsmanship and meaning, leading to natural diamonds being repositioned as a symbol of modern luxury.
At the same time, the purchase journey has become more considered and collaborative. “Today’s clients seek personalisation and storytelling, [they approach] the purchase as a collaborative, values-driven decision – especially among Gen Z, who prioritise traceability, sustainability and transparency,” Lai says.
Digital tools, specifically artificial intelligence, are also changing the purchase process, with Ryder noting that AI is allowing customers to research and refine their choices quickly according to budgets, trends and preferences, before coming in to talk to real-life experts “who can answer questions in real time and tailor the choice to the buyer’s priorities and lifestyle”.
Lai agrees with this assessment, citing a Plumb Club study that found some 70 per cent of jewellery buyers conduct extensive online research before ultimately going in-store to make their purchase.
In 2026, the engagement ring is no longer just a marker of commitment and relationship status. It’s a reflection of a couple’s personal narrative, artistically capturing individuality, emotion and intention, and redefining what it means to say yes to forever.


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Couples are now embracing desert diamonds, vintage styles and ethical sourcing, and prioritising designs that tell an authentic story


Couples are now embracing desert diamonds, vintage styles and ethical sourcing, and prioritising designs that tell an authentic story.


How Taylor Swift and Zendaya are driving the trend for bespoke engagement rings

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Couples are now embracing desert diamonds, vintage styles and ethical sourcing, and prioritising designs that tell an authentic story

Couples are now embracing desert diamonds, vintage styles and ethical sourcing, and prioritising designs that tell an authentic story