Survey: 64% of UK Brides Would Choose Moissanite Over Diamonds — Even If Price Wasn’t a Factor

This isn't just about price. The preference reflects shifting values in the bridal market, where ethics, aesthetics, and practicality are overtaking legacy traditions

 

 

The data paints a clear picture: Two-thirds of brides are no longer seeing diamonds as the default. Instead, Moissanite—once considered a low-cost alternative—is gaining mainstream legitimacy.

 

A growing number of UK brides are factoring environmental and ethical concerns into their purchasing decisions. Moissanite, being artificially created, avoids the ecological damage and human rights issues tied to traditional diamond mining.

 

This aligns with broader consumer trends: according to a 2024 Statista survey, 72% of UK Millennials and Gen Z consumers said they are more likely to purchase from brands committed to sustainability. (Source: KPMG Future of Consumer Goods)

 

European jewellery market data indicating growth in bespoke and sustainable segments is consistent with patterns seen in the UK. The EU market is also experiencing increased demand for ethically produced jewellery, reinforcing a regional shift toward conscious consumption. (Source: MarketDataForecast)

 

While Moissanite is typically 80–90% less expensive than diamonds, affordability isn't the sole driver. The survey specifically removed cost from the equation, and still, Moissanite came out ahead.

Brides cited:

• Visual brilliance (Moissanite has a higher refractive index than diamond)

• Peace of mind when wearing or insuring the ring

• Freedom to choose larger or more unique stones without guilt

 

Platforms like TikTok and Instagram are reshaping the bridal jewellery narrative. Viral posts showcasing Moissanite rings, accompanied by captions like "Why spend £10k when this looks better for £600?" have normalised the shift.

 

One video from a UK bride explaining her choice of Moissanite over a mined diamond attracted over 550,000 views in 48 hours and sparked widespread debate about tradition vs. transparency.

 

Jewellers in London report a notable increase in inquiries about Moissanite, particularly from couples under 35. Many independent UK jewellers have started offering:

• Moissanite verification certificates

• In-house customisation services for coloured Moissanites

• Mixed-metal settings that contrast with classic diamond cuts

 

Additionally, Google Trends data shows that search interest in "Moissanite engagement ring UK" surpassed that of "diamond engagement ring UK" in several UK cities in 2024, including Manchester, Leeds, and Edinburgh.

 

This isn't a temporary blip. The Moissanite movement signals a broader recalibration of the UK bridal jewellery market

• Stocking Moissanite is no longer optional for UK bridal retailers seeking to remain relevant.

• Marketing must shift from a price-first to a value-first approach, emphasising sustainability, brilliance, and customisation.

• Social proof matters—real bride testimonials and user-generated content have become more persuasive than traditional ad campaigns.

 

This new data challenges the longstanding idea that diamonds are the pinnacle of engagement jewellery. With 64% of UK brides now leaning toward Moissanite even when cost isn't a concern, it's clear the market is evolving.

 

As values continue to shift toward transparency, ethics, and individuality, Moissanite isn't just catching up—it's redefining the narrative.