The initiative allows for Hancocks’ tiaras to be hired at a 1% charge of the retail value plus VAT for 24 hour periods.
The deal includes a minimum charge of £100 plus VAT each day, with a full refundable deposit to the retail value of the item in cleared funds a requisite for hiring a tiara.
Hancocks’ tiara rental service has been introduced in reaction to a spike in demand for the group’s tiaras both to hire and for sale.
Guy Burton, director at the retail jeweller, said: “There has definitely been a steady increase in interest in ‘grown up’ tiaras recently and we’ve particularly noticed it over the last few months.
“We have bought and sold some beautiful traditional antique tiaras over the last year (despite the pandemic) with a fabulous Edwardian diamond and ruby tiara selling just last week within days of going on the website.”
He claimed that the tiara boom can be attributed to both the “popularity of period dramas” such as Downton Abbey and Bridgerton, and the drive for increased sustainability.
Burton added: “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 jewellery that they can wear forever and then pass down.
“With that in mind, part of the appeal of these traditional tiaras is their versatility as the majority of them will convert into a necklace and some can even be adapted to wear as brooches or smaller hair ornaments. This gives the piece flexibility and more occasions it can be worn making it better ‘value for money’.”