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The 2009 study shows that the choice of metal is important to brides. Most brides are more comfortable discussing metals (56%) than the 4C’s (44%). The majority of brides at 54% prefer prong setting, with nearly 20% favoring channel diamond accents or pavé, and almost 15% choosing baguette side stones.

If you are targeting brides with ring advertising, you might be interested to know the adjectives that brides choose to describe their ring: gorgeous (31%), elegant (28%), unique (23%), timeless (20%), and classic (19%). Using “gorgeous” or “elegant” in your advertising will resonate with the target audience best.

THE BANDS

The average cost of the two wedding bands, according to the 2009 jewelry study, is $2,147, with the bride’s band typically more than twice as much as the groom’s at $1,510.

When it comes to design elements for bands it’s all about diamonds for the bride and comfort for the groom. More than 60% of brides’ wedding bands have diamonds (15% for grooms) and a third of grooms’ wedding bands are comfort-fit (14% for brides). Only 15% of brides and grooms purchase matching wedding bands.

Nearly 70% of brides opted for a white gold band, up from about 50% in 2005. Only 15% of brides chose a platinum wedding band, down from 30% in 2005. Nearly 40% of grooms chose white gold in 2009, down from about 47% in 2005. Almost a third of men’s bands today are in contemporary metals. The most growth has been in tungsten, which now accounts for 19% of all men’s bands. Titanium is another 13% of men’s bands. Men’s platinum bands dropped to just 7%, down from 24% in 2005.

THE SHOPPING EXPERIENCE

If the bride is significantly involved in the purchase, couples are likely to look at more than two dozen rings at four to five retailers during a three-month period. More than half, at 52%, say it was important to shop around for the engagement ring and try on a lot of different styles. At least 46% consider it important to see the ring in person before buying.

National retail jewelry chains were the retailer of choice for 33% and local independent jewelers for 27% of those who purchased the setting and stone as a finished piece. But when the mounting and stone were purchased separately to be set, 41% preferred their local jeweler for the center and 47% for the setting, while only 17% prefer national jewelry chains to purchase a loose diamond and 18% for the mounting.