Lab-grown diamonds have gone from a niche alternative to the default choice for UK engagement rings in five years.
UK retailers report that lab-grown stones rose from under 15% of engagement ring centre stones in 2020 to over 60% in 2025. That shift has changed what buyers search for, what they expect to pay, and which retailers they find.
This is a high-consideration purchase. Buyers compare cut, setting, metal and stone type across several sites, often over weeks, before committing. Much of that research starts on Google.
Our data reflects that, with 1.4 million estimated organic clicks available every month.
What makes this market different to most is how much buyers trust specialists.
Dedicated jewellers take 47.8% of all clicks, close to eight times more than marketplaces. Yet no single brand holds more than 3.5% of total click share, and a visual platform, Pinterest, sits third overall.
The overall picture only tells part of the story.
Categories we’ve grouped for diamond rings, alternative gems, metal type and finish, and lab grown and ethical rings each have a different leader and their own opportunities.
The question is where your brand sits in all of this. Find out below.
(Sources: revediamonds.com)
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