Engagement Rings and Generation Z. new marriage codes

The numbers speak for themselves. marriage returns. In 2022 and 2023, their number reached an unprecedented level since 2013, with around 242,000 unions celebrated in France, according to INSEE. After a sharp decline in 2020-2021 due to the Covid-19 epidemic, the growth is confirmed. Today, the average age of future spouses is 38 to 40 years old, according to the Wedding Show. However, people under the age of 25 are increasingly getting married and represent 4% of unions. Last year it was 12,000 children, compared to barely 1,000 to 2,000 in previous years.

Hashtag Say Yes!

How can we explain the return of such hype for this institution long considered antiquated by this same Generation Z? “Besides the health crisis, which has obviously given a second wind to marriage, with this idea of ​​returning to the basics and values ​​of the family, social networks are also participating in this wedding renaissance,” explains Karen Abi. Aad, a buyer’s wedding at Printemps Haussmann. Under the question mark? Videos of public marriage proposals, sometimes worthy of Hollywood movies, have gone viral on Instagram and TikTok.” The fairy-tale setting, the fairy-tale environment, the intimacy and the emotions were revealed… The search for a beautiful pre-wedding photo has become fashionable, as evidenced by the 455 million views of the #marriageproposal hashtag on the Chinese app. And who says marriage proposal… says engagement ring. “Every day I am surprised by the number of young people who ask us for a commitment ring,” testifies Valery Danenberg, creator of the eponymous jewelry brand. The funny and exciting thing is that they know exactly what they want.”

In search of originality

Gone are the classic round or princess cut solitaire diamonds, the double “You and I” setting that symbolizes the union of two beings, or the traditional family “pearl” ring immortalized by Lady Diana. Millennials today come with very specific ideas. “They want models that are out of the ordinary (original rings that tell a story, combinations of precious stones, etc.) that are an extension of their personality, style and, above all, that we can’t find anywhere else. the left ring finger of their girlfriend, cousin, mother or mother-in-law,” continues Valerie Danenberg. The time for personalization and uniqueness has come. Creativity comes first. “The engagement ring has no more rules, no more status, it’s free,” affirms Valerie Messica, founder and artistic director of the jewelry and fine jewelry house of the same name. Couples choose models who look like them. For example, among classic solitaires, they prefer a stack of diamond rings that intertwine to form a single ring.

Freed from the conventions and traditional rules of marriage, young people who are getting married now think about the broken ring, the ring of life, the ring of feelings. And the question of the price is not in vain… In the conditions of the crisis of purchasing power and economic difficulties, it is difficult for a new couple to imagine how they fill their jewelry box over the years and on their wedding anniversary. “They prefer to bet everything on the gem that seals their union,” adds Valerie Messica. While there are a thousand and one ways to celebrate the bond between two people, a ring remains the ultimate symbol of commitment for a loving couple.

One wedding, three dresses

If marriage proposal is on the rise, documenting the happiest day of your life is also a phenomenon that has been a hit for a while. Especially among the stars who have become real experts in the field. Americans call it thatinsta-wedding, or create buzz around your wedding. “The venue, the exclusive guests, the floral arrangement, the honeymoon and of course the flawless outfit… Details of the ceremony with the girls in full swing, especially the influencers on TikTok and millions of subscribers. Instagram, unleash passions and inspirations in young people, confirms Karen Abi Aad. Camille Charrière, Clara Cornet, Hailey Bieber or even Sofia Richie. it’s always amazing to see our brides-to-be ask for a model that looks like what they’ve seen in these girls’ stories.”

Couples choose models who look like them. For example, instead of a classic solitaire, they prefer a stack of diamond rings that intertwine to form a single ring.

Valerie Messika

And there’s plenty to dream about… In our hyper-connected age, showing up in the same outfit on the big day is out of the question. The trend for the winning trio is the city dress. the hall (trendy, often shortened), the church hall (classic, long, princess) and finally, which is specially designed for the evening (transparent, glamorous, sexy). High-end vintage pieces are also popular as they provide a look that is unlike any other and is in line with the aspirations of a new generation that is more concerned with ethical fashion. “Clothing is no longer just a piece to say ‘yes’ to, it’s fashion more than ever,” continues the Printemps Haussmann buyer. Faced with so much change, we added a modern “designer” rack to our wedding space that defies traditional wedding dresses. Jacquemus, Khaite, Zimmermann and Cecilie Bahnsen are part of this new white selection now dressing brides-to-be.” A wedding-ready piece that’s easy to wear on the big day, but also the day after. Quite an attractive idea at a time when fashion has to rhyme with responsibility and sustainability.