De Beers reports surge in bespoke engagement rings driven by celebrity influence

De Beers Group says couples are increasingly seeking personalized engagement rings that reflect their own stories. Loletta Lai, vice‑president of De Beers Group APAC, notes a shift toward hidden engravings, birthstones, distinctive settings and unique metal choices. Jewelers cite growing demand for “desert diamonds” – natural diamonds with warm hues such as champagne, honey and cognac – after a De Beers campaign highlighted the stones. Celebrity weddings have amplified the trend; Taylor Swift’s ring sparked interest in old‑mine cushion diamonds, while stars such as Zendaya, Dua Lipa, Bad Bunny and Doja Cat have boosted demand for chunky yellow gold and mixed‑metal designs. The market is moving beyond traditional round white‑diamond settings toward more individualized, handcrafted pieces.