The Rise of Everyday Engagement Rings among Generation Z in Japan

A New Trend: Everyday Engagement Rings for Generation Z

Recent trends indicate a noticeable shift in the preferences of Generation Z regarding engagement rings, as revealed by a survey conducted by icci Daikanyama, a handcrafted wedding and engagement ring boutique in Tokyo. The data, collected from couples visiting the shop in August 2025, highlights a strong desire for engagement rings that can be seamlessly integrated into daily wear.

The Changing Tastes in Engagement Rings

According to the survey results, 24% of respondents indicated a preference for engagement rings that can be stacked easily with wedding bands, while 23% favored simple and elegant designs. Additionally, 16% noted the importance of versatility, indicating a marked shift in the perception of engagement rings from just jewelry for special occasions to everyday pieces. This trend reflects a broader change in values among younger generations, who now prioritize practicality and comfort in their jewelry choices.

Insights on Wedding Ring Preferences

When it comes to wedding rings, respondents showcased a similar preference for simplicity and wearability. A significant 36% favored simple and elegant designs, while practicality remained a key factor with 19% prioritizing comfort. Interestingly, many couples expressed a desire for unique, original designs, showcasing the importance of personalization alongside a classic appearance.

Material Choices Reflect Individuality

The survey also explored preferred materials for the rings. A majority of 43% chose platinum, reinforcing its status as a classic choice. However, a remarkable 29% opted for champagne gold, indicating a trend among the younger generation towards softer, more skin-friendly colors. With nearly a third of respondents remaining undecided or preferring yellow gold, this indicates a desire for flexibility and individual expression in material choices.

Why Couples Choose icci Daikanyama

A major draw for couples visiting icci Daikanyama is the hands-on experience of creating their own rings, with 47% citing this as their primary reason for choosing the shop. This desire for a personal touch reflects a broader trend in the bridal industry wherein couples value the experience of creating their jewelry together. The emphasis on shared experiences over material excess highlights the increasingly important focus on storytelling and memories in the context of engagements and weddings.

Moving Beyond Aesthetics to Meaningful Experiences

Interestingly, a leading reason for choosing icci Daikanyama was the appealing image of the boutique (22%). This demonstrates how modern buyers, particularly from Generation Z, are migrating towards deeper meanings and experiences rather than simply chasing trends. The influence of social media and the rise of more meaning-focused consumer behavior are reshaping how individuals approach significant purchases like engagement rings.

Choosing a Jeweler: Key Considerations

When it comes to selecting a jeweler for ring creation, the most crucial factor for couples was the ability to make their rings by hand (38%). This focus on craftsmanship suggests that couples are seeking a personalized touch in their jewelry, as well as an assurance that their rings fit their unique styles. Other focal points included the shop's ambiance and the ability to receive tailored recommendations.

Prioritizing Comfort and Design in Ring Selection

Among factors that matter when choosing rings, the most critical were comfort (25%) and design (21%). This indicates that, for many couples, the primary concern is how the rings feel during everyday wear, as opposed to merely aesthetic considerations. Price and durability followed closely behind, indicating a balanced approach to both beauty and practical functionality.

The Importance of Individuality and Memories

Finally, when questioned about the significance of the rings, 36% emphasized the importance of individuality, wanting their rings to reflect their unique stories. This is followed by a desire for the rings to evoke special memories, underscoring a cultural shift towards cherishing experiences over material goods.

Overall, the findings from icci Daikanyama compellingly illustrate a transformative shift in the attitudes of Generation Z towards engagement and wedding rings. Their focus on everyday wearability, personal experiences, and emotional significance captures a vivid portrait of how modern couples are redefining traditional symbols of love and commitment.

Study Overview