More Derbyshire couples are choosing to shop for engagement rings together rather than relying on a surprise proposal, according to Avanti Jewellers in Ashbourne.
The family-run jeweller has seen a rise of around 20 percent in joint engagement ring appointments during the past year. The figures suggest a wider cultural shift, as couples across the region increasingly view the purchase as a shared milestone rather than a solo decision.
Staff at Avanti say the change is most visible among younger couples, who are visiting together to choose or design rings that reflect both partners’ tastes.
Alan Matkin, Director of Avanti Jewellers, said:
“We’ve seen a real change in how people approach one of the most meaningful purchases of their lives. More couples come in together, wanting a ring that represents both their personalities and values.
It’s become less about keeping the proposal secret and more about creating a shared experience that feels special to both of them.”
Mr Matkin believes this change is partly inspired by the growing popularity of bespoke designs and lab-grown diamonds, both of which allow couples to play an active role in shaping the final piece.
“Couples today want their rings to tell a story,” he said. “Designing or choosing it together makes sure every detail feels right, from the look and comfort to the origin of the diamond. It’s a lovely trend that brings even more meaning to the engagement process.”
Avanti also reports that interest in lab-grown diamonds has continued to rise sharply, with more couples choosing them for their ethical sourcing and value.
About Avanti Jewellers of Ashbourne
Founded in 1982, Avanti Jewellers is a long-established family business based in the market town of Ashbourne, Derbyshire. The store is known for its innovative designs, exceptional quality, and personal service, offering both bespoke and ready-made fine jewellery with expert advice in a relaxed setting.
For appointments, or information about engagement rings and bespoke designs, please contact:
Steve Ashby
Avanti Jewellers, Ashbourne
📞 01335 348961 ext 204
📧 steve@avantijewellers.co.uk
🌐 www.avantijewellers.co.uk
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