Editor’s Note
This survey reveals a significant shift in consumer behavior, with a majority of engagement ring buyers now opting for custom or semi-custom designs. It underscores the growing demand for personalization in the bridal jewelry market.
An analysis of sales data from the lab-grown diamond online jewelry brand “KYRAH” revealed that over 60% of customers purchasing for bridal purposes bought their rings through custom-made or semi-custom orders. The survey, covering sales data from January to December 2024, found that 61.3% of engagement ring buyers in their 20s to 40s ordered custom or semi-custom rings. This is a notable figure, as over half of engagement ring purchases typically involve ready-made products, highlighting a distinctive characteristic of KYRAH.
The primary reason for the high rate of custom and semi-custom engagement ring orders at KYRAH is that customers do not have to compromise on budget, quality, or design. KYRAH uses only top-tier quality stones, yet they are available at approximately 1/2 to 1/3 the price of natural diamonds. Furthermore, the brand accommodates custom and semi-custom orders, which are often difficult to place with high jewelry brands. This allows customers to obtain their ideal ring, packed with their desired features, within their budget, without sacrificing the sparkling brilliance of a diamond.
The brand also regularly holds pop-up events in Tokyo and offers a home try-on service for rings. This service provides three sample rings and center stone samples free of charge, allowing customers to consider their ideal design while viewing the actual rings.
Lab-grown diamonds are diamonds manufactured in a laboratory. Unlike diamond simulants such as moissanite or cubic zirconia, they possess the exact same chemical composition and properties as natural diamonds. Despite being of the same quality as natural diamonds, they are available at about half to one-third of the price. Additionally, as they do not require mining, they place less burden on the Earth’s environment and workers, making them popular worldwide, particularly in Europe and America.
KYRAH meticulously selects only high-quality lab-grown diamonds that rank among the top in the industry. It sells jewelry that is carefully finished one by one by domestic craftspeople, focusing on wear comfort and production methods, while maintaining minimalist designs. All pieces are intended to be cherished as lifetime jewelry, just like natural diamonds. The brand offers a wide range of carat weights, shapes, and colors of lab-grown diamonds. As a guarantee of quality, lab-grown diamonds of 0.3 carats or more come with a certificate from the International Gemological Institute (IGI).