In 2022, engagement rings are the most searched for piece of jewellery via Google in the UK. In our case study, 30% of all jewellery searches were for engagement rings. Engagement rings also accounted for more than half of all ring searches. In other words, at the time of the study, the majority of rings sold were purchased by people who were about to propose to their loved one.
The second most searched for piece of jewellery online were rings that were either plain gold, or gold rings that contained diamonds.
In third place came earrings. 40,000 people in our case study searched for diamond earrings, compared with 15,000 searches for gold earrings.
Wedding rings made up just 11% of all the jewellery searches, suggesting that many people are getting engaged, but not married. This could be down to a number of reasons, including weddings being postponed during the pandemic, people preferring longer engagements to enable them to save more money for their special event, people wanting longer engagements to make doubly sure they’ve committed to the right person, or couples simply breaking off engagements for a variety of other reasons.
When it came to necklaces, there were 22,000 searches for diamond necklaces compared with 40,000 searches for gold necklaces. Of course, there will be some crossover here, as many of those diamond necklaces will also be set on gold chains.
The case study for this infographic was conducted by Diamond Dealer Direct, a highly-experienced supplier of fine jewellery and diamonds, based in the heart of Birmingham, UK’s famous Jewellery Quarter.
Find out more with this infographic by Diamond Dealer Direct.