EVERY YEAR, The Knot Worldwide publishes its Real Weddings Study — one of the most comprehensive snapshots of the U.S. wedding market. The 2026 edition, based on responses from more than 10,000 couples who married in 2025, has some fascinating implications for independent jewelry retailers. Here’s what you need to know.
1. Lab-grown diamonds now account for the majority of engagement ring purchases.
According to the survey, 61% of engagement ring purchases include lab-grown center stones, a 239% increase since 2020. That is a sizable majority.
In terms of how big the purchased diamonds are, couples buying lab-grown are getting an average center stone of 2.0 carats at an average cost of $4,300. Natural stone buyers average 1.6 carats at $7,000. Perhaps most telling, 40% of couples said it was specifically important to them that their stone be lab-grown. For a growing segment of the market, lab-grown is an intentional choice. But it remains to be seen — how much of that “intention” is ethical conviction, and how much is simply a bigger gemstone at a cheaper price? Regardless of where you stand, the data demands a response. Some jewelers are leaning into lab-grown because customers are walking in asking for it. Others are doubling down on naturals as a statement of exclusivity and craftsmanship. Either way, the days of ignoring the conversation are over.
2. Yellow gold continues to rise in popularity.
Yellow gold now accounts for 39% of engagement ring metal choices, up 140% over the last five years, while white gold continues its steady decline. If your case is still weighted heavily toward white metal, it may not be reflect what today’s customers are actually asking for.
3. Couples are still shopping in person — and in case you didn’t already know, they’re arriving well-prepared.
Good news for brick-and-mortar jewelers: According to The Knot, 64% of ring purchases are still made in person. The average proposer visits two retailers and looks at 10 rings before buying. 57% of proposers begin their ring research more than six months before the proposal. Ring selection is increasingly a joint effort, with 79% of ring recipients participating in the process. 1 in 4 couples now shop at a retailer together before the proposal.
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4. Customization is the rule, not the exception.
Eighty-eight percent of surveyed buyers made custom edits or fully custom-designed their ring. Solitaire settings remain popular at 38%, but pulling a finished piece from the case and closing the deal is a shrinking portion of the business. Couples want something that feels uniquely theirs. That jibes with what INSTORE’s Brain Squad has been telling us for years now.
5. The broader wedding market is doing just fine.
Around 2 million U.S. couples got married in 2025, generating more than $100 billion in wedding-related spending. The average wedding cost was $34,000. Despite economic anxiety — over 85% of couples said the economy had impacted their planning — weddings remain a priority. Guest counts, vendor counts, and average spend have remained consistent year over year.
One notable pattern: Wedding spending is splitting into two tracks. Couples are either going all-out or going ultra-intimate, with less happening in the middle. That likely mirrors what you’re seeing with ring purchases, too — some customers are stretching for something significant, while others are focused on value. Having a clear approach for both conversations matters.
6. Gen Z now makes up 41% of the wedding market.
Gen Z couples are less interested in the traditional approach to weddings and more focused on what feels authentic to them. They research extensively, make decisions collaboratively, and care about the story behind what they’re buying. Speaking that language — whether it’s the origin of a stone, the ethics of a supplier, or the uniqueness of a design — is becoming more important.
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7. The holiday season is still big for engagements.
Christmas and Christmas Eve are the top two days for proposals, followed by Valentine’s Day. December is the most popular month to get engaged, with 40% of all proposals taking place between Thanksgiving and Valentine’s Day.
The bottom line: The engagement ring market isn’t shrinking. It’s shifting. If you’re seeing natural diamond sales soften and lab-grown inquiries increase, you’re not losing the business — you’re watching the market evolve.
3 Takeaways for Independent Jewelry Retailers
- 1. Build your business around the lab-grown reality. With 61% of engagement rings now featuring lab-grown center stones, this is no longer a trend to watch — it’s the market. If you sell lab-grown diamonds, make sure your selection is strong, your staff can talk about them confidently, and your pricing communicates the value customers are looking for. If you don’t, there’s still a business to be built: 39% of couples surveyed still chose natural. Some jewelers are using that commitment to naturals as a mark of exclusivity and quality. But either way, having a clear position — and owning it — matters more than ever.
- 2. Train your staff for the couples consultation. With nearly 8 in 10 ring recipients involved in the selection process and 1 in 4 couples shopping together in-store, the solo buyer is increasingly the exception. Staff should be equipped to engage both partners, navigate collaborative decision-making and guide couples through the custom design conversation.
- 3. Be sure you’re featuring yellow gold. A 140% increase in yellow gold popularity over five years means this is a major trend. If your case still skews heavily toward white metal, you may be showing customers rings that no longer match what they want.
* The Knot Real Weddings Study 2026 was based on responses from 10,474 U.S. couples married between January 1 and December 31, 2025. To read the entire report, go here.
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