AuctionsMay 12, 2021
The Royal Tiara ‘Tried On’ By Thousands Sells for $1.6M EditorsJun 08, 2021
Why This Tiara Rental Idea Is Perfect for Today’s Brides
A new program from Hancocks London is capitalizing on several trends, Senior Editor Brecken Branstrator writes.
British jeweler Hancocks London is making its tiaras, like this circa 1900 diamond one, available “for hire” for those interested in renting one for their big day.
The rental market has gained momentum in recent years. Consumers can now borrow everything, from ready-to-wear clothes and accessories to high-end formal designer dresses and fine jewelry for either one-off wears or via subscription programs.
But what about renting a tiara?
When I received an email about that very idea for a new program from Hancocks London, I immediately thought to myself, now that’s a great idea.
After all, it capitalizes on several trends, including rental opportunities and the rising popularity of tiaras amid so many royal weddings and their exposure on popular TV shows.
People are talking about tiaras again and, apparently, buying more of them, and I’d wager many a bride would rent one given the opportunity.
But what about renting a tiara?
When I received an email about that very idea for a new program from Hancocks London, I immediately thought to myself, now that’s a great idea.
After all, it capitalizes on several trends, including rental opportunities and the rising popularity of tiaras amid so many royal weddings and their exposure on popular TV shows.
People are talking about tiaras again and, apparently, buying more of them, and I’d wager many a bride would rent one given the opportunity.
“In the wake of the pandemic there seems to be a real focus on the ‘buy better’ ethos, and people are willing to invest money in a substantial piece of jewelry that they can wear forever and then pass down.” — Guy Burton, Hancocks London
Sotheby’s, which recently auctioned a natural pearl and diamond tiara for $1.6 million, said it is seeing “unprecedented global demand for antique tiaras,” with almost all they offered for sale last year finding a buyer.
Hancocks Director Guy Burton also said they’ve noticed an increased interest in tiaras, particularly over the last few months.
In fact, he said just last week, a “fabulous” Edwardian diamond and ruby tiara sold within days of being posted on the Hancocks website.
Burton attributes it in part to the popularity of period dramas like “Downton Abbey”—Netflix just started streaming all six seasons—and “Bridgerton.”
“In the wake of the pandemic there seems to be a real focus on the ‘buy better’ ethos, and people are willing to invest money in a substantial piece of jewelry that they can wear forever and then pass down,” he said.
To that end, the jeweler is now letting brides “hire” its tiaras for their big day.
The cost is 1 percent of the tiara’s retail value plus tax for every 24-hour period it’s borrowed (brides can pick the length of borrowing time).
A minimum charge of £100 (about $142 at current exchange rates) plus tax per day is applicable.
It also will require, unsurprisingly, a fully refundable deposit of the item’s retail value, and temporary insurance is recommended.
The Hancocks London website has three tiara options listed on its website now: a Victorian diamond leaf tiara (£65,000 retail, or about $92,160), an en tremblent diamond floral tiara (£95,000, or about $134,594), and an antique and pearl fringe tiara that also converts to a necklace (£19,500 at retail, or about $27,650)—but a spokesperson said they are adding more as they acquire them.
Renting out tiaras is something the jeweler has done before and, after a year in lockdown, thought it was the perfect time to revisit, Burton said.
As we all know, couples getting engaged and married today are really looking for those special jewels to make the occasion even more memorable.
Open to brides anywhere, the new offering from Hancocks is the perfect way to fill that desire and attract new customers.
To that end, the jeweler is now letting brides “hire” its tiaras for their big day.
The cost is 1 percent of the tiara’s retail value plus tax for every 24-hour period it’s borrowed (brides can pick the length of borrowing time).
A minimum charge of £100 (about $142 at current exchange rates) plus tax per day is applicable.
It also will require, unsurprisingly, a fully refundable deposit of the item’s retail value, and temporary insurance is recommended.
The Hancocks London website has three tiara options listed on its website now: a Victorian diamond leaf tiara (£65,000 retail, or about $92,160), an en tremblent diamond floral tiara (£95,000, or about $134,594), and an antique and pearl fringe tiara that also converts to a necklace (£19,500 at retail, or about $27,650)—but a spokesperson said they are adding more as they acquire them.
Renting out tiaras is something the jeweler has done before and, after a year in lockdown, thought it was the perfect time to revisit, Burton said.
As we all know, couples getting engaged and married today are really looking for those special jewels to make the occasion even more memorable.
Open to brides anywhere, the new offering from Hancocks is the perfect way to fill that desire and attract new customers.
More on Editors
The Latest
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech PlatformThe company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.
IndependentsJun 27, 2025
David Webb Announces New Hires, PromotionsFollowing its recent acquisition, the storied brand has updated its leadership team and regional managers.
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner AGS also named the recipient of its “Women in Leadership” scholarship.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap RingThe 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.
Weekly QuizJun 26, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
IndependentsJun 26, 2025
Penny Ruston Dies at 80 The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired JewelsThe “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 EventThe event is set for May 16-19 in Detroit, Michigan.
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight ContinuesThe Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef JewelryAgents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus PerformersThe designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund RecipientsThe trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for EntriesThe organization has also announced this year’s slate of judges.
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local RetailerLori Tucker started at Williams Jewelers when she was 18 years old.
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry CollectionThe “XO Tacori” collection was designed to blend luxury and accessible pricing.
GradingJun 23, 2025
GIA Names New President and CEO Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural DiamondsSignatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry DesignersThe winning designs captured the “Radiance” theme.
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement RingThe singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ BraceletThe bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
