For well over a hundred years, diamond rings have represented engagement and a significant step in a relationship. Though that’s still their main selling point and the diamond ring is still the single most recognizable symbol of commitment, diamond rings are now being marketed to others, as well. No longer do women have to be a bride to be in order to wear a beautiful diamond ring with pride. Today’s working woman has things to be proud of and diamond companies are coming to realize that they have an entire untapped demographic to market their product to.

For years, the single woman has gotten the shaft from those who sell the marriage rocks. Diamond rings aren’t just for engagement anymore. Different jewelry companies, including Zales, Reeds, and Kay Jewelers, are now looking to expand into the single working woman market. They are beginning to market their products as “right hand rings” and are encouraging single women to purchase diamond rings and be proud of them. They are not making the mistake of marketing tradition diamond solitaire rings to these women, though. Jewelry companies have come up with unique designs suited for the woman who wants to celebrate a big event.

One website which sells these stones encouraged women to share their message. Whether celebrating the accomplishments of a friend, family member, or some sort of personal achievement, the diamond ring is now being sold as the perfect self gift. With interesting diamond-filled designs that look nothing like old engagement rings, diamond companies seem to have found quite a niche with these new look rings. Single working women seem to have responded well, with sales at these jewelry stores spiking in recent months.

The single working woman is the perfect target for a luxury item like a diamond ring. Similar to how single men like to purchase expensive cars, single women often have the extra income to spend on a pricy self gift. Jewelry companies seem to have realized that single women aren’t looking for a huge diamond ring to flaunt. They are simply looking for something casual and classy. They want to perfect diamond ring for a busy work day.

In addition to expanding into the single female market, diamond companies are also targeting men. Why should beautiful diamond rings discriminate on the basis of gender? Men’s diamond rings are not nearly as popular as their female counterpart, but they are becoming more popular. Generally, men’s diamond rings are introduced in a much smaller size and seem to be extremely unassuming. The diamond itself is the compliment to a beautiful gold ring, instead of the ring being there to support a gorgeous diamond.

Diamond ring companies are now realizing that their extraordinary product is wanted by people who aren’t about to tie the knot. As they begin to expand their product into different markets, expect the popularity of diamond rings to grow as the years pass by. Diamond rings aren’t just for future brides anymore.


Photo By:http://www.foreverjewelers.com

http://www.beaverbrooks.co.uk