How Taylor Swift and Zendaya are driving the trend for bespoke engagement rings

The modern engagement ring may have originated as a commercial campaign in the 1930s and 1940s but today, it’s a deeply personal artefact.

As they look for the perfect ring to mark their commitment, couples are embracing the uniqueness of their connection.
Loletta Lai, Natural Diamond APAC vice-president of De Beers Group, says that in 2026, couples are prioritising personal narratives as they search for rings that tell an “authentic story of individuality and connection”.

Sally Ryder, director...