Market research suggests that nearly ten percent of all fine jewellery purchases are comprised of bespoke pieces, a figure that rises towards twenty percent at the top end of the market. It appears that with engagement rings in particular, consumers are increasingly opting to have their jewellery made to order. So what advantages does this option offer?
It seems that in an age of mass production, the lure of personal service is more attractive than ever. Practically everyone knows what it’s like to deal with unhelpful retail staff, to be put ‘on hold’ endlessly, or to be diverted to an automated answering service when all they want is to have someone take a personal interest in their enquiry. Against this backdrop, it’s not difficult to see why consumers are so keen to be treated as individuals.
Compounding this is the fact that the engagement ring is particularly well suited to bespoke production. This is because the majority of them are set with diamonds – and unlike precious metals, diamonds are far from homogenous. Take two diamonds of the same size and shape, and the chances are there will be more differences than similarities between the two. So unless a jeweller has an absolutely huge stock, it is impossible for him to offer anything a approaching a comprehensive choice. Sourcing a diamond specifically to order allows the client to ensure they are getting the exact stone to match their requirements, and to get the most from their budget.
On top of this, a lot of men are attracted by the romance of the bespoke option. It allows them to propose with something unique, and to express themselves creatively during the design process. And for those who aren’t sure what their girlfriend will want, there is always the option to buy a loose diamond, before coming back to design the ring together.
The only downside to buying bespoke is that it takes slightly longer, but that isn’t much of a sacrifice when buying something that should last for decades. In any case, the delay should only be a matter of a few weeks, and most rings bought ‘off the peg’ from a jeweller’s window would need to be resized in any case.
A final benefit to the bespoke option is that it reduces the risk that people have been exploited in the production process. Many of the mass-produced rings available in high-street jewellers are made in sweatshop conditions in the Far East, whereas bespoke rings are made by skilled craftsman working in good conditions. In this era of ethical consumerism, it’s easy to see why this is an increasingly popular choice.
About The Author
Tim Ingle is one of the directors of Ingle & Rhode an
ethical jewellery company that offers
diamond engagement rings and
wedding bands.
