As dawn cast itself onto Cadillac Mountain in Acadia National Park, Maine, Levi Lawson, 30, got down on one knee and proposed to his longtime girlfriend, Kate Seiwert, just as the first beam of sunlight touched U.S. soil. As unique and personal as their proposal had been, so too was the engagement ring they chose together: a custom, Art-Deco-style gold band engraved with a leaf design and with a bezel setting for the stone. “I always call Levi ‘Leaves’ so I loved the idea of incorporating leaves in the band,” said Seiwert, 29. 

Her ring, like that of many emerging this year, reflects a movement towards unique, vintage-inspired rings that break with past traditions.

With Millennials and the beginnings of Gen Z getting engaged, brides-to-be have started following these trends. Unique rings adorn the pages of Brides magazine and the popular wedding resource, The Knot, while jewelry experts have seen a decided shift towards “anti-tradition.” As tradition has been put on pause, weddings and planning have, as well. The coronavirus pandemic has brought uncertainty to the wedding industry causing couples to find alternatives for their big days. As the virus affects the wedding world, trends will be forced to change along with it, including where it all begins: with the ring.

According to The Knot’s 2019 Jewelry and Engagement Study, the cost of engagement rings has increased this past year with the national average hitting $5,900, and the Mid-Atlantic region averaging a hefty $7,500. 

“I think [it’s] just because of the way the economy is going,” said Leanne Schroeder, 29, who was engaged in October of 2018. Though she sees her ring as a “life investment,” she’s like many brides who were looking for ways to make this investment meaningful, but still economical.  

Purchasing from smaller jewelers rather than larger chain stores is one-way brides are seeking out more customized rings without the “inflated” prices that many like Schroeder have seen. It’s a route that many couples are considering as styles gravitate towards the more unique. 

“Couples are moving away from cookie-cutter bling and opting for one-of-a-kind engagement ring styles instead, which can often come with a lower price tag than a traditional diamond ring,” agreed Etsy Trend expert, Isom Johnson, who spends her time finding what trends are turning heads.     

This increased desire for individualism has many brides venturing further and further away from the norm. “[My ring] is definitely more aligned with our personalities,” said Seiwert.  “When I was looking, I realized I was really into things that you don't see on traditional rings.” Doing her research, like others, she found herself intrigued by the different cuts — emerald, marquise, oval, cushion, Ashoka, and pear-multiple stones like Toi et Moi settings or East-West, as well as gemstones and the increasingly popular morganite stone (a pale pink gem), and a greater desire for alternative metals like yellow gold and rose gold.  

While the classic diamond will always have a place in the market, brides who are shying away from convention are also open to embracing vintage-inspired looks, especially the elegant “Art-Deco style” pointed out jewelry designer Ashley Zhang. 

An online search for engagement rings in the New York metropolitan area finds jewelers touting rings that are “unique” and “Art-Deco.” Even large retailers like Zales and Kay Jewelers are heavily advertising “vintage-inspired” rings in abundance. 

The Knot says that the majority of couples, like both Seiwert and Schroeder, are still buying their rings new or custom, though in a different way than previous generations. Interest in purchasing rings “conscientiously” has emerged.  CadCamNYC notes many Millennials are, indeed, more “eco-conscious.” “We will see a shift towards transparency and sustainability in engagement rings as the younger Millennials and the first of the Gen Zs [are preparing] to tie the knot,” said Vanessa Stofenmacher, founder and creative director of Vrai, an online fine jewelry store. “Modern consumers now look to align their personal values with the brands they patron[ize] and the ability to tell an authentic story about where and how their ring is made is becoming increasingly more important,” she added.

These trends will, no doubt, see changes as the coronavirus forces couples to downsize and even postpone their weddings amid cost and safety concerns. “The virus has really put things into perspective,” said Schroeder. This is the case for many couples right now. Some have opted to elope scrapping the big wedding completely, while others have been forced to cut details of their celebrations entirely. Some brides have taken to social media to express their plans to save on “frivolous” aspects saying the virus has given them “a wake-up call.” 

As couples begin to question what spending is necessary, the way couples look at what they want in engagement rings may change, if they want one at all. The engagements that set the wedding industry in motion, will be affected in only a matter of time.  

The virus has affected costs and payments for couples tying the knot during this time, too. With peak engagement season right around the corner, what does this mean for those looking to pop the question? According to the Ziminsky Global Rough Diamond Price Index, diamond prices have dropped in recent months as mining and trade have been affected by closures and restrictions due to Covid-19; however, demand is dropping, which could, in turn, affect the industry’s pricing.

Regardless of what’s to come, an engagement is still reflective of a couple’s happiness.  “It’s a celebration,” says Schroeder of her upcoming wedding in June, with the possibility of being postponed till September. “I would love it if it was a symbol where we weren’t wearing masks. Imagine if that was our first celebration where we didn’t have to be in fear anymore.”