When it comes to selling bridal jewelry, a comfortable consumer is a receptive consumer.

And the TheKnot.com‘s 2013 Engagement & Jewelry Study reveals some key data on the subject. The comprehensive study reports that grooms feel more comfortable discussing, evaluating, and shopping for diamonds than brides.

Fifty-nine percent of grooms said they felt a-okay dealing with diamonds, while only 42 percent of brides felt the same. And brides feel more comfortable shopping with their sweeties than they do alone.

Sixty-two percent of brides said they felt “very or somewhat comfortable” with the overall experience of shopping for a ring by themselves — but that percentage shot up to 74 percent when the same women were shopping with their fiancés.

JCK