Everyone has heard of the effect the Duchess of Cambridge has on consumers around the globe. Middleton has such a great impact that the effect has been termed The Kate Effect. The Duchess has earned such a fantastic reputation for good taste in all things; from fashion to children’s toys. If Kate buys it, the masses want it as well.
Well, it seems that not only Kate Middleton has this pull with the public, and her younger sister, newly-engaged Pippa Middleton, does as well. Pippa became engaged to her her longtime beau, James Matthews, back in the summer, and all eyes were on the health enthusiast’s new bling, as People shared in July.With the holiday season back for another year, jewelers are dealing with the large demand for rings. Christmas Eve is reportedly the most popular day of the year to propose, yet proposals are also frequent between Christmas Eve right up to New Year’s Day.
Creative director at 77 Diamonds, David Allen, shares about this popular time for popping the question.
“We see a huge rise in engagement ring purchases at this time. There’s always an assumption that Valentine’s Day is the busiest time of the year, but people tend to do other types of gifting then, rather than the big proposal. Christmas is a happy period where people have more time off and it’s a lot more family-oriented.”
As The Telegraph notes, there are statistics to back up these findings. Adding to these findings are the rings that have been the most popular choices for those planning to tie the knot. Allen states that this year the most-requested engagement ring is an Asscher cut stone in the same style that James Matthews proposed to Pippa Middleton with in July.
“We always notice an influx of enquiries and sales about certain styles and settings when a celebrity gets engaged, but when Pippa did it was so much more noticeable. There hadn’t been an Art Deco resurgence like this for a while – not since the Great Gatsby film came out [in 2013], and there was all this 1920s costume jewellery on the high street.”
As Allen continues, the Pippa-effect was something he and his staff immediately noticed.
— People Magazine (@people) October 31, 2016
“Instantly we had people asking to see Asscher cut diamonds and the demand is still so high now,” he continues. “We can now have eight Asscher meetings in a week, whereas we previously would have had one.”
— Kelly Mathews (@allthingsregal) November 26, 2016
The creative director goes on to state that customers tend to do a lot more research these days before they buy an engagement ring. Couples will often attend a consultation for the ring together and will bring pictures as to what they both like,
“Millennials are now the age group that’s getting married, and they say that 82% of Millennials will Google something before they buy it. These women are a lot more open about the type of engagement ring that they want; hints are dropped and Pinterest boards are shared. This age group has grown up with the internet, so it’s in their nature to look for the best product and the best deal.”
There is pressure like never before to pick the perfect bling since so many people are sure to post any news, including an engagement, to their social media accounts with a photo to complement the announcement.
“This is a generation who are sharing their life experiences on Instagram; “I’m eating at this restaurant”, or “I’ve gone here on holiday”. An engagement ring is a life event that they would share and it’s not about being flashy, it’s about showing that they’re enjoying life and celebrating it with friends.”
The jewelry expert also shares that tradition and meaningful pieces are important to customers as well. At this point, the Pippa Middleton-effect is the top choice. Pippa has rivaled her sister Kate over the years for fashion selections and has likely had an effect on the industry of fashion and eating choices as well. Pippa is very health-conscious and has shared nutrition tips on several occasions.
[Featured Image by Chris Jackson/Getty Images]