Shopping for an Engagement Ring? Think Outside the (White Diamond) Box.

It’s often said that the bridal industry is evergreen. While the term generally is taken to mean perennially enduring, the colorful reference might be more literal than metaphorical in 2013. Although traditional white diamond engagement rings still make up a majority of the bridal jewelry sold in the United States, stores are seeing a shift toward unusual designs—in fancy color diamonds, gemstones, and unconventional silhouettes—that pave the way for creative sales pitches.At Marissa Collections in Naples, Fla., second marriages and a diverse ­clientele have allowed Jennifer McCurry to branch out in her engagement consultations. An interest in color has been steadily increasing, she says, whether in fancy color diamonds or vibrant gemstones. “Our buyers are often collectors, so they are educated and gravitate toward rare and unusual gems,” McCurry says. Every sales associate,

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