The Cut notes ‘marked increase’ in engagement ring enquiries

The Cut London has revealed a marked increase in enquiries for engagement rings in the past eight weeks, noting an “interesting wave of sentimentality created by the pandemic”.

The engagement ring concierge service is known for “match-making” customers looking for an engagement ring with independent fine jewellers throughout London. 

Founder of The Cut, Kate Baxter, said: “I’ve definitely seen an increase in the number of enquiries over the past 8 weeks, with more people getting in touch wanting to start the process of finding an engagement ring. 

“The independent fine jewellers I work with can continue designing bespoke pieces from home, or working in their studios on their own, so the small nature of their business means we have almost been able to carry on with ‘business as usual.”

Baxter has continued consultations through Zoom, email and phone during the ongoing lockdown, whilst noting that jewellers have been able to continue their design process for commissioned, bespoke pieces. 

One trend Baxter has noticed of late is the use of inherited diamonds, as well as ‘wanting to add as much bespoke personalised sentiment and meaning” as possible in the ring. 

She added: “The pandemic seems to have kickstarted people who were thinking of proposing ‘one day’ into action, with the devastating impact of the Covid virus in London in particular highlighting that life is short and precious. 

“The time to declare your love and intentions for someone seems to be now.”

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