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A CULTURAL SHIFT WE CAN'T IGNORE
For decades, the perception has been that most rings purchased are defined by one big moment, the proposal. But today, that narrative is shifting. Customers are no longer waiting for someone else to buy them jewellery. They’re buying it for themselves, to celebrate their own personal milestones and independence. And increasingly, rings are at the centre of that change.
When influencer Nelly London recently shared her journey through a public breakup, she also documented something else - buying herself a ring. What she thought would be the year she got engaged became something entirely different. But instead of waiting, she chose to mark the moment on her own terms.
Jewellery is no longer just about relationships. It’s about identity, independence, and self-recognition.
The Data Behind the Trend
This isn’t just anecdotal - it’s backed by real consumer behaviour:
74% of UK consumers say jewellery is a way to express personal style, reinforcing its role as a self-purchase category
Self-purchasing is now considered the norm among many women, particularly those with financial independence
Even in traditionally gift-led categories, it’s not just women who are making statement purchases for themselves; men are increasingly buying jewellery for themselves - a quarter of Gen Z men bought Jewellery for themselves in the past year.
The takeaway is clear: Self-gifting is no longer a niche.
Why Customers Are Buying Rings for Themselves
Today’s customer is motivated by more than tradition. They’re buying for:
Personal milestones: Promotions, breakups, new beginnings, birthdays - moments that don’t require a partner to validate them.
Independence and empowerment: Buying jewellery is increasingly seen as an act of self-worth, not just romance.
Everyday luxury: Customers are embracing jewellery as part of their daily wardrobe, with statement pieces that define their individuality.
Personal expression: Rings, in particular, offer a visible and meaningful way to reflect style.
As a result, the meaning of a ring is expanding. It’s no longer just “someone chose this for me.” It’s “I chose this for myself.”
Why Retailers Need to Rethink Their Focus
Engagement rings will always matter, people will always want to celebrate those special moments - but they’re no longer the only story.
If the only focus is on bridal jewellery, it may mean missing a much broader opportunity:
Customers buying multiple rings over time, not just one
Purchases driven by emotion, not occasion
Higher frequency buying behaviour, particularly among women
By offering both wedding and engagement rings, as well as self-purchase pieces, it unlocks an entirely new revenue stream.
The Opportunity: Rings Designed with Self-Gifting in mind
The key is offering styles that feel effortless and wearable, design-led, easy to style or stack and meaningful without being symbolic of commitment. At Domino, we’re seeing strong demand for rings that fit exactly this space. Our latest collection features a variety of rings that are perfect for self-gifting:
R1-2625: An oval diamond solitaire reimagined with a distinctive hexagonal bezel. Clean, modern, and effortlessly wearable - a style that reflects the growing demand for bezel-set designs.
HET2034 / HET2033: Contemporary multi-stone rings featuring a mix of oval and varied diamond shapes. Designed for stacking, styling, and self-expression - ideal for customers building their own look.
R1-2608: An east-to-west cushion-cut diamond set within a sleek bezel, finished with a diamond-set edge and clean, plain shoulders. A confident, design-led piece with everyday appeal.
R3-2063: A bold take on the classic three-stone ring, featuring an oval centre diamond with diamond-set shoulders. Striking, confident, and made to stand out.
These designs balance modern styling with everyday wearability - making them ideal for customers buying for themselves.
The Future of Ring Buying
The role of the ring is evolving. It’s no longer just a symbol of commitment from someone else.
It’s a symbol of confidence, independence, and self-expression. For retailers, that shift represents one of the biggest growth opportunities in the category. Because the question is no longer “Who’s buying the ring?”, it’s “Why are they buying it?”
Explore our latest collection of rings, featuring a variety of styles perfect for self-gifting.
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