Moissanite Now Outselling Diamonds in UK Proposal Rings – New Data Reveals
In an unprecedented market shift, UK jewelers report that moissanite engagement rings have overtaken diamonds in sales—driven largely by cost-conscious Gen Z and millennial buyers. This first-of-its-kind trend signals a major disruption in a market long dominated by diamond tradition.
Search Trends Show a Clear Shift
Google Trends data reveals that searches for “moissanite engagement ring UK” have surged, with a 340% increase over the past 12 months—outpacing “diamond engagement ring” by a wide margin. The rise is especially pronounced in urban centres like London, Manchester, and Birmingham, where affordability and ethical sourcing are top priorities for younger couples.
Real Voices from Online Forums
Online forums reflect this shift in sentiment:
On Reddit’s r/EngagementRings, users praise moissanite’s durability and sparkle: “Well-cut moissanite will shine, sparkle, and last a lifetime or longer… looks reminiscent of, though not identical to, a diamond.”
On WeddingWire, a UK user adds:
“Moissanite is hardy but does not perform or look like diamonds to anyone who is familiar with them.”
These conversations reveal a growing acceptance that moissanite is not just a cheaper alternative—it’s a desirable stone in its own right.
Ethics Over Tradition
Produced in labs, moissanite avoids the environmental and human rights concerns often associated with diamond mining. According to consumer ethics organisations, many younger buyers now prioritise transparency, sustainability, and responsible sourcing when making high-value purchases—especially for emotionally significant items like engagement rings.
Mindset of the Modern Buyer
On the MoneySavingExpert forums, buyers frequently highlight the practical value of moissanite:
“We opted for a moissanite ring and saved thousands compared to a conventional diamond.”
Meanwhile, TikTok trends show increasing admiration for moissanite, with many viral videos featuring the stone as a “diamond dupe” that lets couples reallocate money toward housing deposits, travel, or savings—priorities frequently echoed by Gen Z.
Industry & Retail Impact
The moissanite surge is reaching brick-and-mortar stores. A LinkedIn industry report revealed that more than 2,000 UK jewellery retailers have now adopted moissanite testing equipment, reflecting real-world shifts in inventory planning.
Retailers are also adapting their messaging. With Gen Z and millennials driving today’s luxury market, brands are increasingly promoting “ethical sparkle,” “handmade beauty,” and “smart luxury”—framing moissanite as a forward-thinking choice.
Forecasts for 2025 point toward customizable ring designs, including bezel settings, mixed-metal bands, and three-stone arrangements. These emerging styles complement moissanite’s brilliance, affordability, and lab-based origin, making it an ideal fit for modern preferences.
Moissanite’s combination of affordability, durability, ethical appeal, and visual brilliance has propelled it ahead of diamonds in the UK proposal ring space. As younger generations continue to favour smart, conscious purchases over tradition, this shift is likely to redefine jewellery trends for years to come. The industry is watching closely—and clearly, it’s beginning to follow.
