Trustpilot
Professional Jeweller Awards 2026 — Winner
Bridal Brand
of the Year
We have been named Bridal Brand of the Year at the Professional Jeweller Awards — recognition for a year in which our Hatton Garden team has kept adapting to the way couples research, personalise and buy engagement and wedding rings.
For you, that means unhurried expert guidance, a ring made to order rather than taken from stock, and personalisation that never costs extra.
Presented at Olympia London, 2 September 2026. The award recognises our approach to bridal jewellery: personalisation, transparency, digital convenience, and a customer experience designed around the modern couple.
Our team outside the Hatton Garden showroom with the Bridal Brand of the Year trophy.
Read the announcement on Professional Jeweller →The Year Behind the Award
Abelini UK sales data, Jan–Sep 2026 vs Jan–Sep 2025.
+48%
Growth in bridal revenue against the same period last year
64%
Share of total revenue from lab grown diamonds, up from around 2% in 2020
+79%
Growth in the number of bespoke and customised orders against the same period last year
7×
Showroom purchases grew more than sevenfold against the same period last year
Source: Abelini UK internal sales data. Growth figures compare 1 January – 3 September 2026 with the same period in 2025. Bridal growth measured on revenue (engagement and wedding rings); bespoke and customised growth on order volume; showroom growth on number of purchases. Lab grown share is the proportion of total 2026 revenue to date, compared with full-year 2020.
Nilesh Rakholia
Founder, Abelini
A Word From Our Founder
“Winning Bridal Brand of the Year means a great deal to us. It reflects how far Abelini has come, the dedication of our team and the trust customers place in us for some of the biggest moments of their lives.”
“This is a shared achievement. Every member of the team contributes to the customer journey, from the first conversation through to the finished piece.”
Behind the award is a wider shift across the bridal jewellery market — in how couples shop, what they value, and what they expect a ring to say about them. Here is what we are seeing.
01
The modern bridal customer researches online — and wants confidence before buying
The way couples buy engagement rings has changed significantly. Rather than visiting a jeweller first, many customers now spend weeks researching online — comparing designs, understanding diamonds and exploring different options before making contact.
We see this shift directly. Customers increasingly use the website as the starting point before moving into a showroom appointment: showroom purchases grew more than sixfold year on year, while around one in five showroom customers had already interacted with us online before visiting.
“The biggest change I've seen is what customers expect from buying online. Ten years ago, people accepted that shopping on the internet meant a transaction — you clicked, you paid, you waited.”
“Today's customer expects the same care and personal attention online that they would get sitting across the counter from a jeweller. They want to speak to a real person, understand the options available and feel confident before making such an important purchase.”
Nilesh Rakholia, Founder
The questions customers ask have evolved too. “Two or three years ago, customers were asking whether lab grown diamonds were even real, why they were cheaper and whether choosing one meant compromising on quality. Now those conversations have moved on. Customers are asking about certification, carat size, setting choices, personalisation, and how they can create something that feels unique to them.”
Speak to a Diamond Expert02
Lab grown diamonds have changed how couples think about value
64%
Of revenue from lab grown diamonds, against under 3% five years ago
1ct
The average stone chosen, doubled from under half a carat in two years
One of the sharpest changes of the past few years has been the rapid growth of lab grown diamonds within the bridal market. Our sales data shows lab grown diamonds now account for around 65% of revenue, compared with under 3% five years ago — though the shift has not simply been about customers spending less.
Instead, many couples are using the price difference to prioritise size, with the average stone chosen doubling from under half a carat to around one carat in two years.
“The biggest misconception about lab grown diamonds was that customers were choosing them purely because they were cheaper. What we've actually seen is customers using the price difference to create a different type of ring.”
“They are looking at larger stones, different settings and more personal details rather than simply choosing the lowest price. The conversation has moved from ‘is this real?’ to ‘how do I create the ring that feels right for me?”
Nilesh Rakholia, Founder
03
The end of the one-size-fits-all engagement ring
Your ring, being made — a few steps from the showroom.
Alongside changes in diamond choices, we have seen a rise in couples looking for rings that feel more personal. Bespoke and customised orders have grown by almost 80% year on year, with fully bespoke commissions more than doubling.
“An engagement ring used to be something you bought; now it's something you create. The conversations we have are increasingly about the story behind the ring — a meaningful gemstone, an engraving, a setting designed around something personal to the couple.”
“When someone can customise the cut, metal, setting, and details, the ring stops being a product and becomes theirs.”
Nilesh Rakholia, Founder
Our fastest-growing bridal categories
04
Couples are moving away from the traditional formula
Coloured gemstone engagement rings have more than doubled this year, while yellow gold has returned strongly after years dominated by white metals.
Our sales data suggests bridal jewellery is becoming more individual, with customers increasingly looking beyond the traditional colourless diamond on a white metal band.
“The biggest style change I've noticed is the return of warmth and character. For years, the default was a round diamond on a plain white band. Now couples are asking a different question: ‘What feels like you?’”
“Celebrity jewellery moments can definitely influence what people become aware of. When a high-profile engagement ring introduces a different cut, gemstone, or setting to a wider audience, we often see more curiosity around those styles.”
“But the biggest shift is that couples are no longer looking for a ring simply because it is traditional or popular. They want something that feels personal to their own story. That's why we're seeing more interest in different gemstones, warmer metals, unusual cuts, and bespoke details. The ring is becoming less about following a formula and more about creating something that reflects the person wearing it.”
Nilesh Rakholia, Founder
05
Why the showroom still matters in a digital-first world
The Hatton Garden showroom — where appointments are held.
Despite our digital growth, physical retail continues to play an important role in the bridal journey. Showroom appointments have grown significantly, with customers increasingly using them to compare stones, understand designs and make the final decision on higher-value purchases.
“The showroom is no longer where people discover us — the website does that. By the time someone books an appointment, they have usually done weeks of research and arrive with a shortlist.”
“The showroom is where confidence is built. It's where someone can see how a ring actually sits on their hand, compare stones under real light and talk through a bespoke idea.”
“The mistake retailers make is treating online and offline as separate businesses. They should work together as one journey.”
Nilesh Rakholia, Founder
Free Consultation In-Store
Experience personalised guidance and expert advice by booking a complimentary consultation at our Hatton Garden showroom.
14 St Cross Street, Hatton Garden, London EC1N 8UN · +44 (0) 2038051270
Book an Appointment Now06
What comes next for bridal jewellery
The next stage of bridal jewellery will be shaped by personalisation, transparency, and brands that can connect digital convenience with human expertise.
“The bridal brands that do well over the next few years will be the ones that understand trust is the foundation. Customers expect more information, more choice and more personalisation than ever before.”
“Quite simply, the brands that can deliver that while making the experience will be the ones that succeed.”
Nilesh Rakholia, Founder
For us, the next phase will focus on continuing to improve the customer experience while maintaining the personal approach that has driven our growth.
“Growth isn't just about selling more rings. The challenge is making sure the service, quality and trust grow with you.”
Bridal Brand of the Year, Professional Jeweller Awards 2026.
Read the announcement →Customer Stories
The rings behind the numbers. Every one of these was made to order for the couple wearing it.
Adedeji & Grace
Sometimes, the right person feels familiar from the very beginning. For Adedeji and Grace, what started as a simple…
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Shaun & Lisa
Shaun noticed Lisa on a dating app back in 2021. He wasn't expecting much when he sent her a message.
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Sharon & Felix
It all began in the hospital restaurant in London, where Sharon and Felix worked. He was a doctor, and she was a…
Read More ›About us
We are a Hatton Garden jeweller and showroom, specialising in a wide array of high-quality diamond and gemstone jewellery. We are known for our engagement rings, wedding bands, necklaces, earrings and bracelets, and we combine expert craftsmanship with CAD/CAM technology in our own workshop.
Because we keep design, making and aftercare in-house, you deal with the people who build your ring — and pay for the ring rather than the supply chain around it.
Why Abelini?