The Swift Effect: Why Cushion-Cut Diamonds Are About to Have Their Moment

Taylor Swift just got engaged, driving UK couples to re-think what makes the perfect sparkler! Fans have watched Taylor trade “Blank Space” for a love that’s ring-worthy, and now the ripple effect is hitting engagement ring searches across the UK. Abbott Lyon’s latest data (find all the details here) paints a super clear picture: what’s hot in engagement jewellery right now is all about bold shapes, personal meaning, and a touch of star power. With the UK jewellery market in the midst of change, Abbott Lyon’s analysis reveals the top styles, diamond shapes, and regional differences defining how Brits are shopping for “forever” rings. From the timeless solitaire to bold celebrity-driven designs like the “Toi et Moi,” this data highlights what’s really sparkling in 2025.  

 The Hottest Diamond Picks  

1. Round – The classic sparkle that never fades  
2. Oval – Sleek, elongating, and fast rising  
3. Cushion – Romantic and soft-edged  
4. Emerald – Bold, architectural, modern  
5. Pear – Vintage elegance with historic charm  

Oval & Cushion Cuts Are Rising Fast  
While round diamonds continue to dominate overall (45% market share), oval stones are now the fastest climber at 33%, especially in trend-conscious London and the East of England. And thanks to Taylor Swift, cushion cuts — which currently account for 6.3% of the market — are expected to see a significant uplift. Her elongated cushion-cut design embodies “old world glamour with modern edge,” and Abbott Lyon predicts it will fuel a new wave of celebrity-inspired proposals in 2025.  

The Ring Styles Everyone Wants Now  

1. Solitaire – Timeless, elegant, effortless sparkle  
2. Trilogy – Romance meets tradition - past, present, future  
3. Vintage/Art Deco – Retro chic with staying power  
4. Halo – Extra shimmer and statement brilliance  
5. Toi et Moi – Two stones, two souls - celebrity-driven trend  

Solitaire Still Rules the Market  
Despite the buzz around Swift’s cushion-cut sparkler, the solitaire remains the UK’s most indemand engagement ring style, with 47% of couples choosing it. Particularly popular in Scotland, Yorkshire, and Northern Ireland, the solitaire’s understated elegance continues to appeal to couples seeking timeless glamour that will never go out of style.  

Regional Ring Trends & Spending Habits Across the UK  
Engagement ring choices across the UK reveal not only personal style but also cultural identity and spending habits. In London and the East of England, sleek oval solitaires dominate, reflecting a modern, cosmopolitan taste, while in Scotland and Wales, trilogy and vintage designs thrive, driven by a love of heritage symbolism. The North West and Midlands lean towards bold halo rings that maximise sparkle, whereas Yorkshire and Northern Ireland stay loyal to the classic solitaire, a trusted choice for timeless elegance.  

When it comes to budgets, regional differences are just as striking. Couples in the South West are the biggest spenders, with an average outlay of £3,784 — nearly 20% of their total wedding budget. Londoners spend around £2,335, cementing their role as global trendsetters while still prioritising other wedding costs. Meanwhile, Scotland and Yorkshire take a more practical approach, with average spends ranging from £862 to £1,261, proving that meaningful sparkle doesn’t have to come with a luxury price tag.  

And now, with Taylor Swift’s elongated cushion-cut diamond dominating headlines, Abbott Lyon predict London and the South East will be the first to embrace this star-inspired style, while heritage-driven regions like Scotland and Wales may weave it into vintage-inspired settings — blending timeless romance with a touch of celebrity glamour.  

Abbott Lyon