Surveys

Here Are the Results of The Knot’s 2021 Jewelry & Engagement Study

SurveysDec 07, 2021

Here Are the Results of The Knot’s 2021 Jewelry & Engagement Study

Lab-grown center stones and yellow gold are on the rise.

20211206_TheKnot.jpg
An Alison Lou engagement ring in 18-karat yellow gold with round diamond from the brand’s “I Do” bridal collection, launched this year. The Knot’s latest survey shows that round diamonds remain the most popular for engagement rings, while yellow gold is growing in popularity.
New York—The Knot has released the results of its 2021 Jewelry & Engagement Study, and it shows a growing interest in yellow gold, oval-shaped diamonds and lab-grown stones.

The annual report highlights the top trends in marriage proposals. This year, 5,000 individuals across the United States aged 18-54 who got engaged between January and November 2021 responded.

On the jewelry front, diamond rings remain king, with 93 percent of respondents saying their proposal included a ring, and 86 percent a diamond ring.

Forty-one percent of respondents said they favored a round diamond, and 19 percent an oval cut, up from 2 percent in 2015.

The average diamond size among The Knot’s survey respondents was 1.5 carats, though about 25 percent said they gave or received rings with diamonds weighing more than 2 carats.

When it came to non-diamond stones, the most popular option was moissanite, favored by 28 percent of respondents who opted for a gem other than a diamond. This was up from 9 percent in 2019, pre-pandemic. The consumers who most often chose this stone, which is less expensive than a diamond, were the Gen-Z respondents.

A growing number of survey-takers indicated it was becoming less important to them that their engagement ring stone be natural rather than lab-grown (34 percent said it was important that a stone be natural in 2021, versus 42 percent in 2019).

Overall, almost a quarter of engagement rings exchanged by survey-takers featured a man-made stone, such as a lab-grown diamond, up 11 percent since 2019.

In terms of ring settings, yellow gold has increased in popularity for engagement rings, growing 11 percent since 2017. White gold, on the contrary, declined from being used in 61 percent of rings according to the survey in 2017 to 45 percent in 2021.
 
When it came to couples’ methods for ring shopping, online channels like social media and jewelry websites served as first stops for inspiration and research, but most shoppers made their purchases in store.

Sixty-seven percent of rings were purchased in-store and half at local jewelers.

Proposers visited an average of two to three retailers, scoping out about 10 ring styles before making their decision.

According to the survey, average engagement ring spend pre-pandemic was $5,900 in 2019, and held steady in 2021 at $6,000.

20211206_TheKnot-DeBeers.jpg
De Beers Forevermark “Unity” engagement ring in 18-karat yellow gold with an oval-shaped diamond (starting at $3,300)

The average natural white diamond engagement ring purchased by survey-takers cost $6,800, while rings set with other gemstones, whether lab-grown or colored gemstones, cost an average of $2,500.

Consumers spent more depending on age: an average $6,700 for millennials and $4,100 for Gen-Z.

Additionally, two out of three shoppers stuck to a budget, while almost 30 percent spent more than planned, up 9 percent since 2019.

The Knot’s survey went beyond engagement ring preferences to span other aspects of popping the question.

A major trend was the increase in outdoor engagements, up from 40 percent in 2020 to 73 percent in 2021.

Proposals have also become more elaborate, with an increased number of survey-takers saying they hire vendors, like photographers, for the occasion (19 percent, up from 12 percent in 2019).

Thirty-five percent of outdoor engagements took place at a scenic spot, while almost one in three happened during a planned trip, up 7 percent from 2020 when travel was more restricted.

As COVID-19 restrictions diminished this year, one in four respondents said they felt pressure to make their proposal unique, in line with pre-pandemic figures.

More than 90 percent announced their engagements on social media, via Instagram (78 percent), Facebook (77 percent), or Snapchat (20 percent).

More than three-quarters of respondents have set their 2022 wedding dates, with fall the most popular season. Sixty percent began planning their nuptials within a month of engagement and 85 percent within two months.

Most couples (89 percent) said they spoke about at least one aspect of their wedding pre-engagement, and almost 70 percent took at least one wedding planning action.

Seventy percent of survey-takers dated for two years or more prior to getting engaged, and one in four said they met their partner online. That percentage was higher among older respondents, with 35 percent of those aged 35 and up meeting online.

Tinder was the most popular platform (27 percent), followed by Bumble (23 percent), and Hinge (21 percent).

“We’re thrilled to see that proposals are returning to pre-pandemic behaviors. The majority of couples are already booking their weddings for 2022, as the wedding boom is upon us,” said Shelley Brown, senior fashion and beauty editor at The Knot.

“With this renewed excitement surrounding proposals comes an increased interest in highly personalized engagement rings. Oval diamonds, yellow gold settings and alternative center stones like moissanite and sapphire are all gaining popularity, speaking to couples’ increasing desire to invest in wedding traditions that represent their specific love story and personal taste.”

20211206_TheKnot-DeBeers2.jpg
De Beers Forevermark “Icon” engagement ring in 18-karat yellow gold with round diamond and twisted diamond band (starting at $4,700)

Right before Thanksgiving, The Knot also released a study conducted in partnership with De Beers Group on engagement expectations, surveying 300 women in a serious relationship.

Most women said they wanted one partner to propose to another (98 percent), and for it to be planned (66 percent), and in a private place (66 percent). 

Ninety-six percent wanted to be involved in the ring selection, even if their partner was proposing to them, while a majority did not want the proposal to be a total surprise. 

Three-quarters of the respondents said they had given a lot of thought, or some thought, to possible engagement rings. 

A diamond was the most popular center stone preference with women more invested in the shape, style and setting rather than stone size.

Seventy-six percent of respondents expect their partner to pay for 100 percent of the ring cost, while the remainder expect to contribute. 

Overall, 85 percent believe there is more pressure around proposals today than in their parents’ generations, while 68 percent said ring designs are more unique today.

The Knot and De Beers Group Engagement Expectations Study was conducted in October 2021 via Instagram. 

The majority of respondents were aged 18 to 34 and believed they would be engaged within two years. 

 Related stories will be right here …

The Latest

Model Wearing Eat Cake Collection
CollectionsApr 16, 2024
Akaila Reid Launches ‘Eat Cake’ Collection

It’s ultra-feminine and filled with gold, pearls, and soft pastels.

Emily Highet Morgan, Emily Bennett
MajorsApr 16, 2024
Loudr Adds 2 Directors

Emily Highet Morgan and Emily Bennett have joined the agency’s team.

Stuller catalogs
MajorsApr 16, 2024
Stuller Releases First Lab-Grown Diamond Jewelry Catalog

Its updated book for mountings is also now available.

1-(3.18).JPG
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry Retail

With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.

Headshot of Karen Rentmeesters
SourcingApr 16, 2024
Karen Rentmeesters Takes Over as Interim CEO of AWDC

She has been with the organization since 2010, most recently serving as its chief officer of PR and industry relations.

Weekly QuizApr 11, 2024
This Week’s Quiz
Test your jewelry news knowledge with this seven-question quiz.
Take the Quiz
Joyce’s Jewelry
TechnologyApr 15, 2024
Judge Rules Jeweler’s Lawsuit Against PNC Bank Can Move Forward

Joyce’s Jewelry sued the bank after cybercriminals drained its accounts of nearly $1.6 million through a series of wire transfers.

Alfred W. DeScenza
IndependentsApr 15, 2024
Alfred W. DeScenza of DeScenza Diamonds Dies at 95

He is remembered by loved ones for his loyalty, integrity, and kindness.

Jewelers of America Fly In Washington, D.C.
Brought to you by
How Jewelers of America Represents Your Business

For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.

Madeleine K. Albright
AuctionsApr 15, 2024
Madeleine K. Albright Jewelry, Pins Coming to Auction

Hosted by Freeman’s | Hindman, the sale will take place May 7-8.

Audemars Piguet circa 1985 emerald car watch
AuctionsApr 15, 2024
All of Sotheby’s ‘Rough Diamonds’ Sold in Less Than an Hour

The auction house said all 24 timepieces offered in its underground sale of rare and avant-garde watches quickly found buyers.

AGS Conclave 2024 logo Austin
Events & AwardsApr 15, 2024
10 Can’t-Miss Sessions at AGS Conclave 2024

From lab-grown diamonds and AI to the inevitable Taylor Swift mention, here are some of Conclave’s most intriguing educational offerings.

My Next Question webinar
Recorded WebinarsApr 12, 2024
Watch: What Jewelers Need to Know About Insurance

From cybersecurity liability to trade show coverage, insurance experts share tips on how to build the right policy.

Evil Eye Charm with Turquoise Disc
CollectionsApr 12, 2024
Piece of the Week: Lionheart’s Evil Eye Gemstone Charm

The charm is a modern rendition of the evil eye amulet that has been worn for thousands of years.

The Jewelry Symposium scholarship winners 2024
Events & AwardsApr 12, 2024
The Jewelry Symposium Announces 4 Scholarship Winners

Ahead of its trade show next month, TJS awarded free registration and accommodations to one jewelry professional and three students.

SRK Empire and SRK House
Policies & IssuesApr 11, 2024
SRK Exports’ Journey Toward Net Zero Impact

By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.

AGTA logo
Lab-GrownApr 11, 2024
AGTA Bans Lab-Grown Diamonds, Gemstones at GemFair

Members can still sell lab-grown stones, it said, but only natural gems are allowed on the show floor.

Steven Rosdal
IndependentsApr 11, 2024
Steven Rosdal, Co-Founder of Hyde Park Jewelers, Dies at 77

He is remembered for his charisma, passion, integrity, kindness, and wit.

Macy’s Herald Square store
MajorsApr 11, 2024
Macy’s Opens Books for Possible Buyout

The retailer also appointed two new board members, avoiding a proxy fight from a potential buyer.

Sylvie Jewelry model
CollectionsApr 10, 2024
Sylvie Launches New Nature-Inspired Collection, ‘Tulira’

The bridal collection consists of 35 engagement rings and seven wedding bands.

Rolex Oyster Perpetual Deepsea in 18-karat yellow gold
WatchesApr 10, 2024
These Are Rolex’s New Watches for 2024

The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.

Levy’s Fine Jewelry diamond education
IndependentsApr 10, 2024
Levy's Fine Jewelry Explores Diamond History

The family-owned jeweler has a new education section on its website dedicated to the history of diamond cutting.

With Clarity NFL wedding bands
CollectionsApr 10, 2024
With Clarity Partners With NFL on Wedding Bands

The limited-edition men’s rings can be customized with one of 12 team logos.

Asian Star’s diamond manufacturing facility in India
SourcingApr 10, 2024
Compliance, Caution, and Concern: The Current Outlook of Indian Diamantaires

There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.

Chrono24 watch inspection lab
WatchesApr 09, 2024
Chrono24 Debuts Pre-Owned Watch Authentication Program

The program, now live in Europe, will roll out to the U.S. this summer.

6.21-carat fancy vivid pink diamond
AuctionsApr 09, 2024
Phillips to Offer 6.21-Carat Vivid Pink Diamond

Colored gemstones and signed jewels are the focus of its upcoming Geneva sale.

Lucapa rough colorless and pink diamonds
SourcingApr 09, 2024
Former De Beers Exec Appointed to Lucapa Board

Stuart Brown, who was De Beers’ CFO and interim CEO, is now Lucapa’s independent non-executive chairman.

Jewelers for Children POS System Donations
MajorsApr 09, 2024
Jewel360 Announces New POS Integration, JFC Partnership

The point-of-sale software can now prompt customers to round up their credit card purchases as a donation to Jewelers for Children.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy