The jewellery designer winning over millennials with her affordable, bespoke engagement rings
Each week, we look into an exciting and innovative designer that is taking the fashion world by storm in our regular feature #TheBrand. This time, we’re turning the spotlight on London-based jewellery designer Michelle Oh, who is fast becoming a favourite for those on the hunt for bespoke, yet affordable engagement rings.
“Everyone is different, every love story is different and so it is only natural that people would want their ring to reflect that,” Oh tells me about why she thinks customisation has become such a significant part of her business. “With something as important as an engagement ring, you want to make a unique statement.”
Oh didn’t launch her business with bespoke engagement and wedding jewellery in mind, but quite happily fell into it after starting out as an independent seller on Etsy and discovering what her potential customers were seeking.
“When I started out in 2010, people were only just getting used to this concept of ordering custom-made things online. Platforms like Etsy made it more mainstream as a practice by connecting customers directly with small, independent makers.”
After a period of selling her jewellery on the platform, Oh stumbled upon the idea of personalising each piece.
“I remember the first time someone got in touch to ask if I could make an earring design into a ring using a different metal and a particular gemstone – and I remember thinking, ‘Yes I can do that for you!’ I was very much attracted to that idea of being able to create something special that fulfilled a client’s particular requirements – and I realised then that I could do that for every customer that came my way.”
Still mooning over this custom lilac beauty from not too long ago 💘
A post shared by MICHELLE OH (@michelleohjewellery) on Feb 15, 2019 at 6:39am PST
And so, Oh’s business, as we now know it, was born. The designer offers a bespoke service, where clients can design their own rings and, unlike some bespoke jewellery designers, is able to offer a very affordable price bracket, in part because her customer is often drawn to unusual gemstones, which tend to be far cheaper than conventional diamond engagement rings.
“I noticed a growing need for custom engagement rings, especially those that were not necessarily made in the conventional materials, like platinum or diamonds,” she explains. “Customers were looking for rings that were more unusual and made from coloured gemstones, including sapphires, tourmalines and opals. And they also wanted styles that were more expressive than the standard solitaire cut.”
As someone who has “always been into gemstones”, this demand was the perfect fit for Oh’s capabilities as a jewellery designer and her business has since gone from strength to strength. She now boasts almost 15,000 followers on Instagram and her very own permanent showroom in Shoreditch, earning herself a reputation as a name to know for those looking for bespoke, affordable rings.
Much of the reason behind Oh’s success lies in this growing interest for these unique designs and a pivot away from diamonds. A study conducted by Allianz in 2017 suggested that just one in five women can expect to receive a ring costing between £750 and £3,000, with the average spend of an engagement ring now standing at £573. The study suggested that the shift is related to young adults choosing to invest their money on their futures, rather than splashing out on an expensive ring. Because of this, stones including emeralds and rubies have risen in popularity – and a personal approach to designing the ring has followed suit. Where there is less competition for who has the biggest diamond, there is more opportunity to have a unique design.
A post shared by MICHELLE OH (@michelleohjewellery) on Jan 12, 2020 at 6:20am PST
“Price point is one factor,” Oh explains about why millennials are drawn to her jewellery. “But I do think that the freedom of expression through customisation possibilities is another big reason. With bespoke, the client sets the budget and it is our challenge to try to propose design solutions that fit their budget while also delivering the result that they are after. It means that they get exactly what they want, at a price that is comfortable for them to spend, without having to compromise.”
This shift in attitudes has also led to a noticeable change – more couples designing the ring together.
“There are more and more couples coming in for a bespoke-engagement-ring consultation together, and I think that is a really positive thing. It means that we end up with exactly what the wearer will want – and there is something really romantic about marking the start of a marriage with the collaborative process of designing a ring together.”
This isn’t to say that going it alone can’t deliver on the perfect ring either – Oh recommends that you trust your gut, you probably know more about what your partner likes than you even realise.
“Don’t be put off by the process even if you don’t have all the answers,” she says. “Ultimately it is the designer’s job to help you create something beautiful for your partner. Trust your instincts, choosing an engagement ring isn’t like buying a car, it’s not so much about specs and parts, it’s all about emotional reaction and expression.”
A post shared by MICHELLE OH (@michelleohjewellery) on Jan 15, 2020 at 12:09pm PST
“You probably know your better half better than anybody else out there, so the more information you can give about your partner and what they do or what they like as a person, the more likely it is that the resulting piece is one which will suit them.”
And, while Oh is delivering daily on these unforgettable moments for her clients, she insists that she is the lucky one, getting to be a part of so many of these touching stories.
“I love that every client I work with is different, what they like is different, and so the resulting pieces are always so distinct. I hear how people met, how long they’ve been together, the quirks and intricacies that make their relationship unique, and I end up being part of their story as a result, which is just so heartwarming and special.”
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