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.
Editors' Picks
Sponsored by
More on Editors
The Latest
IndependentsOct 14, 2026
Retailer Hall of Fame 2026: Coleman and Mitchell ClarkFourth-generation jewelers Coleman and Mitchell Clark exemplify the best qualities of their predecessors: humility, modesty, and confidence.
SourcingOct 14, 2026
Manuel Marcial de Gomar, ‘The Emerald Whisperer,’ Dies at 90The gem hunter, whose 70-year career was defined by adventure and exploration, is remembered for his steadfast faith and sense of wonder.
FinancialsOct 14, 2026
LVMH’s Jewelry Brands Turn in ‘Very Good’ Performance in Q3 Tiffany & Co. continued its full-scale store renovation project while Bulgari’s high jewelry collection generated “record-breaking revenue.”
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
Events & AwardsOct 14, 2026
Chicago Responsible Jewelry Conference Releases 2026 ProgramThis year’s sessions feature leading voices from human rights, legal, and conservation organizations.
Weekly QuizOct 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsOct 13, 2026
David Webb Owner Purchases Lugano JewelryThe high-end jewelry retailer was sold to private investment firm Middle West Partners and a group of longtime clients.
Lab-GrownOct 13, 2026
Stephanie Gottlieb Takes Lab-Grown Diamond Collection WholesaleThe jewelry designer has partnered with Sofer Jewelry to distribute her 85-piece lab-grown diamond collection.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
IndependentsOct 13, 2026
Retailer Hall of Fame 2026: Sean DunnDunn, this year’s Single-Store Independent inductee, is passionate about innovation and telling the story of natural diamonds.
AuctionsOct 13, 2026
Christie's Geneva To Auction 'Bulgari Pink' DiamondThe 24-carat fancy intense pink diamond ring could fetch up to $18 million at the November sale.
IndependentsOct 13, 2026
Greenwich St. Jewelers’ New Candle Smells Like HomeThe “Island Jewel” candle honors New York City and Puerto Rico and raises money for the island’s water relief efforts.
TechnologyOct 13, 2026
GemFind Is a New JA Member Benefit Partner The partnership will give JA members access to preferred pricing, exclusive benefits, technology solutions, education, and resources.
SurveysOct 09, 2026
These Will Be the 10 Busiest Days for In-Store Shopping This Holiday SeasonStores should expect to see the most customers on Nov. 27, and Christmas week is expected to be hectic too, as Dec. 25 falls on a Friday.
CollectionsOct 09, 2026
Elisa Solomon Collabs With Serendipity 3 on ‘Frozen Hot Chocolate’ CharmThe charm, our Piece of the Week, features brown diamond frozen hot chocolate topped with white diamond whipped cream and a ruby straw.
AuctionsOct 09, 2026
8-Carat Blue Diamond Goes Unsold at UK Jewelry Auction The top lot of Elmwood’s recent fine jewelry sale in London was a 1.84-carat, D color Tiffany & Co. solitaire diamond ring.
WatchesOct 09, 2026
Movado to Sell Majority Stake in Ebel for $66.5MThe watch company agreed to sell a 95 percent interest to a group comprised of F.P. Journe, Chanel, and Swiss watch exec Pierre Jacques.
Policies & IssuesOct 08, 2026
Third Wave of IEEPA Tariff Refunds Begins This round of tariff refunds is for importers that have sued over IEEPA tariffs in the Court of International Trade and won.
CollectionsOct 08, 2026
Brent Neale’s New Collection Goes ‘Back to Basics’It revisits the brand’s most requested silhouettes, from "Pillow"-set necklaces and bracelets to "Signature"-set rings and earrings.
SourcingOct 08, 2026
Ethical Gem Fair Heads Back to BrooklynThe trade-only event includes buying opportunities as well as educational sessions on artisanal mining, the new Paraíba source, and more.
Events & AwardsOct 08, 2026
Pattons Fine Jewelry Sweeps Local Design ContestAra Chanakian, a jeweler at Pattons, took home top honors in every category at Jewelers of Louisiana’s annual jewelry design competition.
AuctionsOct 08, 2026
Reba McEntire’s Jewelry, Watches Head to Julien’s AuctionsThe live charity benefit sale in Nashville will also feature gowns, boots, and other memorabilia from the country music legend.
Supplier BulletinOct 08, 2026
Overnight Mountings’ Bridal Builder Helps Jewelers Turn Custom Design into a Hands-On Selling ExperienceSponsored by Overnight Mountings
Policies & IssuesOct 07, 2026
The Plumb Club Amplifies Its Voice as Geopolitical Pressures MountThe supplier organization recently joined JA and JVC to have more input on political issues affecting the jewelry industry.
CollectionsOct 07, 2026
Blue Nile, Royal Asscher Collection Highlights Natural Diamond BeautyBlue Nile, a Signet Jewelers-owned brand, is now Royal Asscher’s exclusive licensed retailer in North America.
CollectionsOct 07, 2026
4 Standout Pieces in Audemars Piguet’s First High Jewelry Collection “Royal Oak” pays homage to the brand’s most popular watch model using 18-karat gold as well as diamonds, emeralds, and sapphires.
MajorsOct 07, 2026
Empire Safe & Vault Promotes Juan Morales to CEOAs part of the transition, Joseph Nicosia has stepped into the role of COO.
SourcingOct 07, 2026
AGTA Extends Deadline for 2026 Spectrum Awards EntriesParticipants now have until Oct. 14 to complete their submissions.
