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
Events & AwardsMay 27, 2026
5 Security Tips for Las Vegas Jewelry Market Week 2026This year, it’s what could happen outside of show hours that worries JSA Executive Vice President Scott Guginsky.
ColumnistsMay 27, 2026
What Jewelers Can Learn From Luxury Fashion’s Digital PlaybookHigh-end fashion houses know how to emotionally connect with customers online. Retail jewelers should take note, Emmanuel Raheb writes.
Events & AwardsMay 27, 2026
Couture’s ‘The Iridescence’ Will Showcase 7 Emerging Jewelry DesignersThe designers are the third cohort of mentees from the show’s Belonging @ Couture mentorship program.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Weekly QuizMay 21, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
CollectionsMay 19, 2026
Chris Ploof’s New Collection Makes an Ancient Metal ModernWith gold prices on the rise, the “Modern Electrum” collection uses an alternative, non-tarnishing metal alloy composed of gold and silver.
IndependentsMay 19, 2026
Ellen and Michael Fruchtman Retire, Sell Marketing Agency Fruchtman Marketing has new owners, Erin Moyer-Carballea and Manuel Carballea, and will relocate to Miami.
ColumnistsMay 19, 2026
Peter Smith: The (Mostly) Immutable Sales TruthsIn a column for the 2026 State of the Majors issue, Smith lists 10 time-tested principles about sales that still ring true.
ColumnistsMay 18, 2026
Edahn Golan: What a K-Shaped Economy Means for Fine JewelryIn a column for the 2026 State of the Majors issue, Golan spells out how the growing economic divide in the U.S. is reshaping the market.
CollectionsMay 18, 2026
Foundrae’s New Collection Taps Into JoyThe “Limitless Expansion of Joy and Hope” collection evokes summer through colored gemstones and motifs of butterflies and florals.
