Even before that infamous English teacher–gym teacher engagement made headlines, couples were already clear about what they wanted: a private, well-planned proposal that still photographs beautifully for social media. According to the Helzberg 2025 Engagement & Ring Shopping Survey, intimacy now rivals tradition.
Taylor Swift’s love life aside, the survey revealed a defining generational shift: custom engagement rings are no longer a luxury, they’re an expectation. Among Gen Z, 34% strongly agree they’d invest more in a customized ring, compared to 28% of millennials. In total, 76% of respondents said they’d spend beyond budget for personalization, while 47% said customization is “very important.”
Yet the ultimate battleground remains lab-grown diamonds vs. natural diamonds. While 81% said they would still consider a natural diamond, 71% said they would also consider a lab-grown option—proof that the so-called “lab-grown takeover” isn’t just a marketing pitch but a consumer reality. Quality remains non-negotiable, however: 96% rated ring quality as important, and 79% rated it “very important.”
Price adds tension. The survey found the average maximum budget for a diamond engagement ring was $4,000, while the mean hit $6,423. This “value gap” highlights the struggle between affordable engagement rings and the dream of timeless luxury.
Proposals are shifting too. An overwhelming 83% of respondents prefer a private proposal over a public spectacle, while 88% called proposals “the ultimate romantic gesture.” Interestingly, 88% want to share ring preferences beforehand, yet 59% want zero involvement in the actual proposal—suggesting couples want control without losing the element of surprise.
Gen Z, however, is challenging tradition. They are more likely than millennials to want involvement in proposal planning, redefining what “romance” means. This raises a controversial question: are digital-first couples making proposals less authentic, or are they simply modernizing them for a social era?
Shopping habits reflect the same digital tension. 68% said ring research should begin at least three months before proposing, with 83% valuing in-store shopping while 56% also want the flexibility to purchase online. Social media dominates the research stage: 79% of Gen Z and 63% of millennials use platforms like YouTube, TikTok, Instagram, and Pinterest for education and inspiration. TikTok and Pinterest now rival jewelers as primary educators on engagement rings, creating a clash between tradition and trend-driven discovery.
Relationship timelines remain more conservative: 75% of couples were together two or more years before engagement, and 61% waited at least one year before discussing marriage. Two-thirds dated one to three years before engagement, showing that while buying behavior is changing, relationship pacing remains rooted in tradition.
What emerges is a diamond industry caught between conflicting forces: the romance of natural diamonds vs. the practicality of lab-grown; private intimacy vs. social media spectacle; traditional jewelers vs. digital platforms.
The future of proposals is not about whether lab-grown diamonds will replace natural ones or if TikTok can replace jewelers—it’s about how the industry adapts to a consumer who wants both intimacy and influence.
Planning your own proposal? Don’t get lost between trends and traditions—discover our in-depth diamond engagement ring shopping guide, where we break down lab-grown vs natural diamonds, custom design tips, and real proposal planning strategies.