“I’m not a very traditional person,” Shoemaker said, tilting her hand to show off tiny diamonds that flanked the gray centerpiece on her white-gold band. She had gotten the extra stones from her mother. “I just never saw myself with the round, brilliant-cut white diamond, even though they’re absolutely gorgeous. It’s just not me.”
Growing numbers of couples seeking engagement rings are turning to coloured, lab-grown or semi-precious stones, as well as ethically sourced metals, for their jewellery. Online marketplaces such as Pinterest, Instagram and Etsy have helped consumers move away from the traditional diamond ring, disrupting the gemstone industry as they go. As well as offering a wider choice, "alternative" jewellery costs less; a one-carat grey diamond costs $1,000, compared with up to $4,000 for its brilliant-cut counterpart.