Couples Speak Up: Why They Do—Or Don’t—Buy Their Diamond from You

Most couples don't consider a betrothal to be "official" without a diamond ring. There are approximately 2.3 million marriages per year in the United States, and 81% of all brides receive an engagement ring, according to the latest figures from De Beers. Seventy-four percent of all brides receive a new diamond engagement ring (presumably the others get antique or estate rings or family heirlooms). That's slightly more than 1.7 million diamond engagement rings sold each year in the United States. At an average expenditure of approximately $2,000 per diamond engagement ring (according to De Beers' last publicized figures), bridal jewelry represents a significant—and the most economically stable—portion of the overall jewelry market. That's the good news. Now the bad news: For many couples, shopping for a diamond engagement ring is an ordeal to be endured, not a pleasure to be enjoy

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