Three-stone engagement rings have been around for a very long time, and in many different forms.
But it was a clever marketing tactic by De Beers that really brought them into the spotlight in the early 2000s.
Three diamonds—one each for your “past, present, and future.” The ring became a marketing ploy so slick that it completely dominated the style no matter who sold it, like referring to any tissue as Kleenex or any photocopy as a Xerox. People would come into the store where I worked asking for “past, present, and future” rings, seeking the romanticized setting for an engagement ring or anniversary gift.
There’s nothing wrong with the way the style was marketed—it was brilliant, and it worked—and there’s nothing wrong with the rings, either (they’re exceedingly beautiful). But a young, hip crowd doesn’t like that. They wouldn’t be hyped on the same ring style their mom liked in a commercial—if someone is told enough times that something is hot, they begin to doubt you. So they turned to other styles that rocketed to popularity at the time, such as the halo or solitaire princess-cut (all of which, by the way, were also labeled as very hot).
Young people getting engaged today probably have no idea or recollection of the past, present, and future ring—at least not to the extent that it was once advertised. And that’s a good thing, because heavily marketed styles don’t quite vibe with the small business offerings so many consumers now seek. But that doesn’t mean independent designers aren’t creating them.
And wow, are they creating! Not just in the traditional arrangements, but in a variety of ways that, while still touching on the classic silhouette, represent one heck of a modern glow-up.
It is a lovely premise. Three stones to represent where a coupe came from, where they are now, and what lies ahead—like a lot of good jewelry, it tells a story. Whether a couple opts to see it that way or whether it’s just the ideal ring to get engaged with is up to them. Either way is just right.
Top: One-of-a-kind ring in 18k yellow gold with diamond, pink spinel, and orange sapphire, price on request; Brent NealeFollow JCK on Instagram: @jckmagazine
Follow JCK on Twitter: @jckmagazine
Follow JCK on Facebook: @jckmagazine