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The tradition of presenting an engagement ring in the United Kingdom serves as a profound symbol of commitment and the intention to marry. This practice, deeply rooted in cultural customs, carries significant emotional and financial implications. This article provides a comprehensive analysis of the expenditure associated with engagement rings in the UK, exploring historical spending patterns, current trends as of 2025, influential factors shaping these customs, regional variations, and the cultural significance of this enduring tradition. By examining data from recent surveys and reports, we aim to offer a nuanced understanding of the dynamics influencing engagement ring spending in the UK.
The notion of allocating a specific portion of one’s income for the purchase of an engagement ring is a relatively modern concept. The widely cited “three-month salary rule” originated from a marketing campaign by the diamond company De Beers in the 1930s, aiming to boost diamond sales during economic downturns. This guideline suggested that a proposer’s commitment could be quantified by spending one month’s salary on a ring, which later evolved into two or three months’ salary in subsequent decades. Despite its commercial origins, this benchmark has influenced societal perceptions of appropriate spending on engagement rings.
Historically, the value and design of engagement rings often reflected social status and economic standing. In earlier centuries, elaborate and expensive rings adorned with precious metals and gemstones were predominantly accessible to the upper classes, symbolising wealth and prestige. Conversely, simpler rings made from less costly materials were common among the middle and lower classes, emphasising the sentimental value of the commitment over monetary extravagance.
Economic events have significantly influenced engagement ring spending habits in the UK. Periods of financial hardship, such as World War I and the Great Depression, led to more modest spending on luxury items, including engagement rings. During these times, simpler designs and alternative, less expensive gemstones became prevalent. The mid-20th century witnessed a resurgence in diamond engagement rings, largely due to De Beers’ marketing efforts, including the iconic “A diamond is forever” campaign launched in 1947, which reinforced diamonds as the quintessential choice for engagement rings.
As of 2025, the average expenditure on an engagement ring in the UK varies across different sources. According to Hitched’s 2023 National Wedding Survey, the average amount spent was £2,000. Bridebook’s data from 2023 reported an average spend of £2,158. These figures suggest that while the “three-month salary rule” would imply a spend of approximately £7,500, the actual average expenditure is considerably lower, indicating a shift towards more personalised and financially conscious decisions.
Economic factors, including the cost of living and individual financial circumstances, continue to influence spending habits. Many couples prioritise affordability and personal significance over adhering to traditional spending guidelines, reflecting a broader trend towards financial pragmatism in engagement ring purchases.
In 2025, classic designs such as solitaire rings maintain their popularity due to their timeless appeal. However, there is a growing interest in personalised and unique styles. Vintage-inspired designs, particularly those reminiscent of the Art Deco era, are experiencing a resurgence, characterised by geometric patterns and intricate detailing. Additionally, contemporary trends include East-West settings, toi et moi rings featuring two gemstones, and asymmetrical designs, catering to couples seeking individuality in their engagement rings.
Platinum and white gold remain favoured choices for engagement ring settings due to their durability and modern aesthetic. Notably, there is a resurgence of yellow gold, appealing to those drawn to its warm tone and vintage charm. A significant trend is an increasing preference for sustainable and ethical options, such as lab-grown diamonds and recycled metals, reflecting a growing consumer awareness of environmental and ethical considerations in jewellery purchases.
The British Royal Family has historically influenced engagement ring trends. For instance, Kate Middleton’s sapphire and diamond ring sparked renewed interest in coloured gemstones. Similarly, Meghan Markle’s trilogy diamond ring popularised the three-stone design, symbolising a couple’s past, present, and future. These high-profile engagements often set trends that resonate throughout the jewellery market.
Celebrity endorsements also play a role in shaping preferences. Engagements of public figures frequently garner attention, influencing consumer interest in specific styles, cuts, and settings. The visibility of these rings in media and on social platforms often inspires couples in their selection process.
Economic conditions and marketing campaigns, particularly those by De Beers, have historically impacted engagement ring spending and preferences. The “A diamond is forever” campaign reinforced the association of diamonds with enduring love, significantly influencing consumer behaviour and establishing diamonds as the preferred choice for engagement rings.
Economic factors such as average salaries, the cost of living, and currency fluctuations influence engagement ring spending in the UK. The average salary, when compared to traditional spending rules, suggests that many consumers opt for more affordable options that align with their financial situations.
Regional variations also exist, with differences in average income levels and cultural traditions affecting spending habits across the UK. Surveys have indicated that certain regions may have higher average spends than others. For example, Northern Ireland and the East of England have historically shown higher engagement ring expenditures, while Yorkshire and Scotland tend to reflect more conservative spending patterns. However, these figures can vary significantly depending on the source and sample size, making it important to consider the broader economic and cultural context when interpreting regional data.
Culturally, there is a growing shift away from rigid traditions. Many modern couples no longer view the engagement ring as a purchase that must meet a certain monetary threshold. Instead, the focus has moved toward what the ring represents — commitment, partnership, and shared values — rather than its price tag. This more pragmatic and emotionally driven approach to ring-buying aligns with broader societal changes around marriage and relationships.
The engagement ring remains a powerful symbol of love and intention, but its meaning has evolved. Today, it’s not just about a financial gesture — it’s about what the ring says about the couple. Sentiment, story, and symbolism are becoming more important than carat size or cost.
That said, societal expectations still play a role. Some individuals may feel pressure — whether from family, friends, or social media — to present a ring that reflects a certain standard. This can sometimes conflict with personal budgets, especially as platforms like Instagram and TikTok amplify trends in extravagant proposals and eye-catching rings.
Did you know?
The average engagement ring in the UK is now featured in more than 300 social media posts and reels each year, with hashtags like #SheSaidYes and #RingGoals pushing aesthetic expectations higher than ever.
The cultural weight of the engagement ring is therefore still significant. It not only marks the intention to marry, but often reflects a couple’s identity, values, and sense of style. Whether it’s a vintage sapphire passed down through generations or a minimalist lab-grown solitaire chosen together, the ring tells a story — and increasingly, it’s a story defined by choice, not tradition.
Looking ahead, experts expect that customisation, sustainability, and financial realism will define the UK engagement ring market. The traditional “one-size-fits-all” approach to spending is quickly being replaced with a more individualised mindset.
Lab-grown diamonds continue to gain ground as a mainstream alternative to mined stones. Their appeal lies not only in lower costs but also in ethical production — key concerns for a younger, environmentally conscious generation. As lab-grown stones become harder to distinguish from natural diamonds, more couples are seeing them as a smart and symbolic choice.
In terms of design, 2025 is expected to see a continued rise in non-traditional styles. Unique cuts, asymmetrical settings, and coloured gemstones allow couples to express their personality and break away from cookie-cutter designs. This trend towards expression over conformity is set to grow stronger as social norms around marriage evolve.
Retailers, both online and offline, are also adapting. Bespoke ring services, virtual try-ons, and AI-powered design tools are becoming more common, offering buyers a tailored and informed shopping experience. As the wedding industry modernises, the engagement ring is becoming as much about the experience as the item itself.
An analysis of recent UK surveys shows significant variance in spending, influenced by both demographics and purchase channels. While most mainstream surveys — including those from Bridebook and Hitched — estimate average spending between £1,900 and £2,200, specialist jewellers like Engagement Rings Boutique in Hatton Garden report averages of £2,000, highlighting how data may skew depending on the client base.
Protect Your Bubble’s 2017 report put the five-year average spend at £1,080, while World Population Review pegged the figure closer to £1,560. Notably, William May Jewellers reported an average of £2,471 — a figure more reflective of high-street spending. These differences underline how income, location, age, and shopping method (e.g., online vs in-store) can affect reported averages.
Ring preferences are also evolving. While diamonds remain dominant, the popularity of lab-grown diamonds has surged in the last five years. The average diamond carat weight in UK rings hovers around 0.6ct, with many couples opting for sizes between 0.50ct and 1.00ct for a balance between beauty and affordability.
Interestingly, silver has overtaken rose and yellow gold in popularity in some demographics, driven by its affordability and clean appearance, though platinum and white gold still lead the market overall.
Spending on engagement rings continues to vary significantly by region. Protect Your Bubble’s 2017 survey found higher-than-average spending in Northern Ireland (£1,722) and the East of England (£1,696). In contrast, Yorkshire (£1,261) and Scotland (under £1,000) were more modest.
However, Queensmith’s recent projections for 2025 paint a very different picture, with averages in Yorkshire reaching £8,490 and Scotland at £9,011 — though such figures likely reflect high-end buyer behaviour or regional fluctuations in survey methodology.
What’s clear is that regional economics, salary averages, and social norms all play a role in shaping these trends. For example, London continues to see higher-end spending, largely due to higher disposable income levels, access to boutique jewellers, and a more competitive luxury retail landscape.
Moreover, some areas show a preference for heritage jewellery, especially in parts of Wales and Scotland, where family traditions around heirlooms still hold strong influence.
Engagement ring spending in the UK is no longer governed by rigid rules or dated marketing slogans. The modern market is shaped by personal choice, financial awareness, and a desire for meaningful symbolism over status.
Today’s couples are more interested in aligning their purchase with their values — whether that means sustainable materials, individual design, or responsible spending. As a result, the average spend is around £2,000, well below the “three-month salary” ideal promoted in past decades.
However, this doesn’t mean compromise. Instead, it signals a more thoughtful approach where sentiment outweighs spectacle, and where love is expressed not by the size of a diamond, but by the intention behind it.
We invite you to visit our showroom in the heart of London’s jewellery district. Our team of experts is here to help you find or design the perfect engagement ring, whether you’re looking for a timeless diamond solitaire or something completely unique.
Find Us at 15 Greville Street, Hatton Garden, London EC1N 8SQ.
