The Directory Gigi's Journal Expert interview

The Engagement Ring Trends to Know Now: Queensmith's Honest Guide to Diamonds

From the first Pinterest board to the moment it lands on your finger, Queensmith's founder talks us through how an engagement ring is really made, what to spend your budget on, natural versus lab grown, and the trends Brides haven't quite caught onto yet. And no, bigger isn't always better.

Claudia Judd October 30, 2026 11 Min Read

Choosing an engagement ring is one of those decisions that feels thrilling and a little overwhelming all at once. It is a piece you will wear every day for decades, and yet for most of us it is something we only ever buy once. Where do you begin? How much should you spend? Natural or lab grown? And how do you create something that feels personal without getting lost in a sea of cuts, carats and clarity grades?

For Queensmith, those questions are exactly where the conversation should start.

We sat down with the founder, Brett, to find out who they really are, what happens behind the workshop door, and the honest advice they would give every Bride (and every nervous partner planning a secret proposal) before they start shopping.

Meet Queensmith

Queensmith began with a slightly underwhelming shopping trip. Looking for a gift for his wife after the birth of their second child, Brett visited Hatton Garden and left feeling rushed, convinced the experience "should feel meaningful, not transactional."

With a background in mystery shopping and a newly completed Gem A course, he opened Queensmith in London's historic jewellery quarter in 2016, pairing generations of Hatton Garden craftsmanship with a more personal, transparent way of buying. Instead of rings behind glass, the showroom is built around the in house workshops and private consultations with experts.

"In a world of mass production, choose craftsmanship and prioritise your own, personal story."

The Engagement Ring Trends to Know Now: Queensmith's Honest Guide to Diamonds

You Don't Need to Know What You Want (Most People Don't)

If there is one thing every Bride should hear before booking a first appointment, it is this.

"Whether it's an engagement ring or wedding bands, you don't need to arrive knowing exactly what you want; in fact, most couples don't. Our role is to help you work out what suits you, your style and your life, then turn that into a ring you'll genuinely love wearing."

A Pinterest board, a sketch, a ring you have spotted online, or simply "I know I want yellow gold but have no idea where to start" is more than enough. You don't need to know your diamond shape, your carat or even your ring size.

Each client is paired with a dedicated consultant with deep gemmological knowledge, who prepares a selection of diamonds or gemstones to view, explains the differences in quality, and then leaves the final choice to you. Some clients know every last detail of their design; others want guiding at every step. Either is welcome.

The Timeline, at a Glance

Allow seven to eight weeks in total. Manufacturing takes around four to six weeks, and the extra time gives you room to decide without feeling rushed. "Some people like to have more thinking time than others!"
Many clients order at their first consultation, while others go away, think it over and come back to finalise.
Seven quality checks take place throughout the making of every ring.
Appointments run in London, Birmingham and virtually. Virtual consultations follow the same structure as in person, with a personal consultant, a selection of sample rings and diamonds viewed under a macro lens. The only thing you miss is the workshop tour (though there is plenty of behind the scenes footage on Queensmith's Instagram).

Behind the Workshop Door

For you, it couldn't be simpler: most couples order at their first consultation, then sit back while the team take care of the rest.

Behind the scenes, every ring passes through the hands of gemmologists, CAD designers, goldsmiths and diamond setters, is hallmarked at the London Assay Office and checked seven times before you get the call to say it's ready. None of it is outsourced, sent overseas or mass made.

Why does that matter? Because the same team that designs your ring also makes it, so the details you'll look at every day, the proportions, the alignment of the stone, the way the claws sit against your diamond, never get lost in translation. "Keeping our craft under one roof allows us full accountability and control."

Your Pinterest Board Is Inspiration, Not a Blueprint

So what do couples most often get wrong when they arrive with a board full of saved rings?

"I would say sometimes people underestimate the practical side of a design. Pinterest is brilliant for inspiration but a ring that looks beautiful might not always be practical to make or to wear every day."

For more complex bespoke pieces, the craftspeople assess how the ring needs to be built, how it will wear over time and whether the finish can realistically be achieved. The aim is never to water down your idea.

"We'll never want to compromise the idea behind your ring, but sometimes we'll refine the design to make it stronger, more wearable or more technically sound."

Let's Talk About Budget

It can feel awkward, but this is where being upfront pays off.

"There's no universal 'right' amount to spend on an engagement ring. We're here to understand what you're comfortable spending and then show you what is and isn't possible within your personal budget."

Sharing your number from the start means your consultant can show you how far it will stretch in carat weight, where your money will make the biggest visible difference, where there is room to be flexible with the design, and which diamond details you can quietly compromise on. A good consultation should leave you feeling clear about your options, never pressured to spend beyond them.

There Is No Such Thing as a 'Perfect' Diamond

If Queensmith could get every couple to understand one thing before they shop, it would be this.

"There isn't one 'perfect' diamond, it's about finding the right balance for you."

The 4Cs (cut, colour, clarity and carat) are useful, but they are not a checklist where higher is automatically better. Two diamonds with identical grades can look remarkably different, which is why Queensmith spends so much time comparing stones side by side with clients.

"The certificate tells you what a diamond is, but it doesn't tell you which one you're going to love most."

Two pieces of advice worth saving:

Bigger isn't always better. "A well cut diamond will sparkle more intricately than a poorly cut, larger looking stone." Cut, proportions and how a stone plays with light matter far more than size alone.

Don't overspend on clarity. This is the myth the team find themselves gently correcting again and again. Many inclusions that affect a clarity grade simply aren't visible to the naked eye, especially once the stone is set. If a diamond looks completely clean to you, there is little reason to pay a premium for a grade you will only ever see on paper.

"We'd always rather put your budget towards the things you'll actually see and appreciate every day, for example, diamond cut and colour are much more visible grades."

Natural or Lab Grown? There Isn't a Wrong Answer

When we put to Brett that around 70% of Queensmith customers now choose lab grown, he corrected us. "It's actually a huge 87% of sales now!"

He puts it down to couples being far better informed about what they are buying, a greater focus on value during a period of economic uncertainty, and a modern buyer who wants their purchase to reflect their values around ethical sourcing, sustainability and transparency.

Lab grown diamonds are chemically and physically the same as natural ones. What changes is the origin and the price, and that gives couples more freedom: a larger stone, a distinctive cut, a higher specification, or simply a budget spent differently.

But there is no hard sell either way.

"For some, the fact that a natural diamond was formed millions of years ago is an important part of its meaning. For others, that history isn't what makes a diamond special, they care more about the stone itself and the design they can create with it."

If you are torn, his advice is refreshingly simple: "Forget what you think you should choose and focus on what matters to you. We'll show you both options, explain the differences honestly and help you make a decision you'll feel confident about."

Knowing Where Your Ring Came From

For something meant to last a lifetime, provenance matters.

"When you're buying something that is meant to last a lifetime, you should feel confident about where it came from. Engagement rings carry a lot of meaning, so we don't think the story behind the materials that made it should be an afterthought."

Every stone is sourced from trusted suppliers who share Queensmith's commitment to transparency, the brand is a proud supporter of the Kimberley Process (which has stemmed 99.8% of the global production of conflict diamonds), and because everything is made in house, they can show clients exactly where their ring was crafted. If you want to know where your diamond came from, you deserve a clear and honest answer.

Planning a Secret Proposal? Start With Them, Not the Ring

Many Queensmith rings are commissioned in complete secrecy, and in those appointments the team become, in Brett's words, "part jeweller, part detective."

They will get to know the person choosing, the partner's style, the little details they have noticed, and what will feel truly them. Sometimes that means decoding a Pinterest board or working from a piece of jewellery the partner already wears, all without giving the game away.

His first piece of advice for anyone just starting out? "Take a breath and don't feel like you need to know everything straight away."

Then look at what your partner already wears. Delicate or more substantial? Yellow gold or white metal? Classic and understated, or something a little more distinctive? The most common mistake, he says, is getting caught up in what an engagement ring is supposed to look like, influenced by trends, friends or the classic image, rather than the person who will actually wear it.

"The perfect ring isn't necessarily the biggest or most expensive; it's the one that feels like it could only ever have been chosen for them."

And the part they never take for granted? "There's a lovely sense that we're holding a tiny piece of a much bigger story. You suddenly realise that you're not just designing a piece of jewellery, you're being trusted with a very personal part of someone's story."

Questions to Ask Any Jeweller Before You Commit

Beyond price and timings, the founder suggests asking:

How involved will you be in the design, and what will you leave up to me?
Will you be honest about any limitations or practical issues with my design?
What happens if the ring needs resizing?
What aftercare is included?
What is your returns policy?

"Ultimately, you want to leave that first conversation feeling excited and informed, not rushed. The right jeweller should feel like someone you trust to guide you, rather than someone simply trying to sell you a ring."

The Engagement Ring Trends to Know Now

The biggest shift? Couples moving away from the idea that an engagement ring has to follow a set formula.

Considered details. Refined design is still very much in, but Brides are adding personality through east to west diamonds, rubover settings and hidden halos, details that keep the simplicity of the ring while giving it a distinct point of view.

Vintage inspired settings. Georgian and Edwardian styles are gaining momentum, much like the button back rings worn by Zendaya and Zoë Kravitz.

The return of the halo. Fuelled by the Old Money aesthetic across Instagram and Pinterest.

Next up: coloured diamonds. Queensmith predicts warm toned stones will have their moment, prized for the way a hint of colour feels organic, "a mark of the earth's own hand", and a contrast to the typically "perfect" look of lab grown diamonds.

So, What Does a Queensmith Ring Look Like?

"A Queensmith ring is quietly confident and exquisite in its restraint. It's exceptional design that isn't over designed; but meticulously finessed and perfected down to the tiniest details. It's simple, elegant, the metal work is refined… it's easy for us to say, but you can always tell a Queensmith ring apart from the rest."

You can arrive with a very specific idea or absolutely no idea at all. Either way, the most important question is still the simplest one: does it feel like them?

A personal note: Queensmith made both of my rings. My husband designed my engagement ring as a complete surprise, and we went back together to create our wedding bands, all before they joined The Directory, so I can vouch for every word above. Claudia, Wedding Editor

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