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UK Searches for Moissanite Rings Surge by 340% in 12 Months – What’s Driving It?
LONDON — July 2025: Online searches for "moissanite rings" in the UK have surged by over 340% in the past year, according to Google Trends data, indicating a significant shift in consumer interest toward affordable and ethically sourced alternatives to mined diamonds. The rise is being attributed to a confluence of factors, including mounting cost-of-living pressures, increasing awareness of sustainable sourcing, and viral social media trends driven by celebrity influence. Rising Ethical Concerns Around Traditional Diamonds The UK jewellery market has witnessed a marked shift in consumer sentiment as awareness grows regarding the environmental and humanitarian impacts of diamond mining. Moissanite, an artificially created gemstone composed of silicon carbide, has emerged as a leading alternative to diamonds. Its manufacturing process avoids the environmental degradation and conflict associations tied to diamond extraction. "Consumers—especially younger demographics—are asking harder questions about where their jewellery comes from," said an analyst from Ethical Consumer UK. "Moissanite offers a transparent alternative." According to Deloitte's 2024 UK Gen Z & Millennial Survey, over 60% of these consumers now actively consider sustainability and social values before making a luxury purchase. Economic Conditions Driving Affordable Alternatives The moissanite boom also coincides with economic stress. As the UK continues to grapple with the effects of high inflation, stagnant wages, and elevated living costs, consumers are prioritising affordability without sacrificing aesthetics. Moissanite costs approximately 80–90% less than a mined diamond of equivalent visual size and quality. With jewellery classified as a discretionary purchase, this price difference has driven consumers to seek out lower-cost alternatives. "Jewellery purchases are increasingly about smart value," noted a market economist from the Centre for Retail Research. "Moissanite delivers that balance of quality and affordability that fits the current economic climate." Statista data shows that inflation is still affecting consumer purchasing patterns across both luxury and non-essential sectors. TikTok Influence and Celebrity-Inspired Designs Online platforms are also fueling the surge in interest in moissanite. Videos under the hashtag #MoissaniteRing have received over 400 million views on TikTok in the past 12 months, according to HypeAuditor's 2025 TikTok Trend Report. Popular videos often compare moissanite to diamonds, emphasising its comparable brilliance and affordability. This online momentum has been further amplified by consumer emulation of celebrity engagement rings—most notably, oval-cut styles similar to those worn by Blake Lively and Hailey Bieber. While these celebrities wear diamonds, their ring designs have influenced moissanite copycat versions that dominate UK online marketplaces and bridal forums. The Broader Shift Toward Sustainable Luxury Beyond individual purchasing decisions, the moissanite trend reflects a broader shift toward values-based luxury. A 2024 joint report by McKinsey and Business of Fashion found that 67% of Gen Z and Millennials are more likely to support brands that align with their personal ethics and environmental values (McKinsey, 2024). Experts believe the rise of moissanite may be part of a larger recalibration of luxury itself—moving away from exclusivity and toward transparency, accountability, and accessibility. What's Next With interest in moissanite rapidly growing, industry analysts predict increased adoption across mid-tier and high-end jewellery retailers. Some have called for clearer grading standards and better consumer education around moissanite's characteristics, especially as demand begins to rival that of lab-grown diamonds. As of July 2025, the UK jewellery sector is responding to a new kind of consumer: one who expects both sparkle and substance.
🗓July 14, 2025
