Survey: Approx. 96% Satisfied with Price-Quality-Design Balance of Wedding/Engagement Rings. What was the most common way to decide the budget?
According to a joint survey by NEXER Inc. and Ring-RIN Co., Ltd., 43.3% of respondents purchased their wedding/engagement rings at 'Direct jewelry brand stores'. The most common budget was '50,000 to under 100,000 JPY' at 26.3%, and 43.7% decided their budget by 'discussing it together'.
📋 Article Processing Timeline
- 📰 Published: May 20, 2026 at 19:00
- 🔍 Collected: May 20, 2026 at 10:31
- 🤖 AI Analyzed: May 22, 2026 at 23:58 (61h 26m after Collected)
■ Survey on the Purchasing Reality of Wedding and Engagement Rings
Wedding and engagement rings embody the bond between a couple as a commemoration of marriage or engagement.
Because it is a once-in-a-lifetime purchase, many people likely hesitate when choosing a store or setting a budget.
Therefore, in collaboration with the bridal jewelry company Ring-RIN Co., Ltd., we conducted a questionnaire survey on the 'Purchasing Reality of Wedding and Engagement Rings' targeting 300 men and women nationwide who answered 'have purchased a wedding/engagement ring' in a preliminary survey.
* When quoting the content of this press release, please ensure the following:
- State that the source is 'A survey by NEXER Inc. and the bridal jewelry company Ring-RIN Co., Ltd.'
- Provide a link to the bridal jewelry company Ring-RIN Co., Ltd. (https://rin-haruka.com/)
Overview of the 'Survey on the Purchasing Reality of Wedding and Engagement Rings'
Survey Method: Internet questionnaire
Survey Period: April 6, 2026 - April 8, 2026
Target Respondents: Men and women nationwide who have purchased a wedding/engagement ring
Valid Responses: 300 samples
Question Content:
Question 1: At what kind of store/method did you purchase your wedding/engagement ring?
Question 2: Please tell us the reason.
Question 3: What was the budget you spent on the purchase?
Question 4: What was the criteria for deciding the budget?
Question 5: Did the actual purchase amount fit within the budget?
Question 6: Please tell us the reason if you went over budget.
Question 7: After purchasing, are you satisfied with the balance of price, quality, and design?
Question 8: Please tell us the reason.
* As a general rule, numbers are rounded to one decimal place, so the total may not equal 100%.
■ 43.3% Responded Purchasing at 'Direct Jewelry Brand Stores'
First, we asked what kind of store or method was used to purchase the wedding/engagement rings.
The most common answer was 'Direct jewelry brand store' at 43.3%.
This was followed by 'Department store brand' at 18.0%, and 'Major chain store' at 12.3%.
A certain number of people seemed to seek a particular, one-of-a-kind piece, choosing 'Custom-made specialty store' (7.3%) or 'Handmade/workshop style shop' (3.7%).
We asked for the reasons behind choosing each store/method, and here are some of the responses.
Those who answered 'Direct jewelry brand store'
- Because the design is good. (Male, 30s)
- Because there is a sense of security in the quality. (Male, 30s)
- I went to the store my husband chose for me. (Female, 30s)
Those who answered 'Department store brand'
- Because it was close by and easy to go to. (Female, 30s)
- Because I thought it was a safe bet, and it's a brand I like. (Female, 30s)
- Because I believe the quality is reliable. (Female, 40s)
Those who answered 'Major chain store'
- I bought it at a store I just happened to walk into. (Female, 30s)
- They had a design I wanted. (Female, 40s)
- Because I thought maintenance could be done anywhere nationwide. (Female, 40s)
Those who answered 'Custom-made specialty store' or 'Handmade/workshop style shop'
- Because they had a design I liked. (Female, 40s)
- Because I wanted to make something unique. (Female, 20s)
- Because I preferred a one-of-a-kind item. (Male, 40s)
Looking at the responses, many emphasized 'peace of mind' and 'aftercare'. Since a ring is worn for a long time, ease of maintenance and the store's reliability seem to be major factors in deciding where to purchase.
On the other hand, there were also those who chose custom-made or workshop-style shops in pursuit of a 'one-of-a-kind' or 'unique' item.
■ Most Common Purchase Budget is '50,000 to under 100,000 JPY' at 26.3%
Next, we asked about the budget spent on the purchase.
The most common response was '50,000 to under 100,000 JPY' at 26.3%.
This was followed by '100,000 to under 200,000 JPY' at 19.7%, and '200,000 to under 300,000 JPY' at 19.0%.
Meanwhile, 7.7% answered '500,000 JPY or more', indicating a wide range in budgets. It can be said that the amount of money spent on a ring varies greatly depending on the couple's lifestyle and values.
■ 43.7% Responded Deciding the Budget by 'Discussing It Together'
Next, we asked about the criteria for deciding the budget.
The most common answer was 'Discussed it together' at 43.7%.
This was followed by 'Matched to my own income/savings' at 23.0%, and 'Referred to market prices' at 11.0%.
The budget for a wedding ring is not determined solely by market prices, but by the couple's values and the balance
Wedding and engagement rings embody the bond between a couple as a commemoration of marriage or engagement.
Because it is a once-in-a-lifetime purchase, many people likely hesitate when choosing a store or setting a budget.
Therefore, in collaboration with the bridal jewelry company Ring-RIN Co., Ltd., we conducted a questionnaire survey on the 'Purchasing Reality of Wedding and Engagement Rings' targeting 300 men and women nationwide who answered 'have purchased a wedding/engagement ring' in a preliminary survey.
* When quoting the content of this press release, please ensure the following:
- State that the source is 'A survey by NEXER Inc. and the bridal jewelry company Ring-RIN Co., Ltd.'
- Provide a link to the bridal jewelry company Ring-RIN Co., Ltd. (https://rin-haruka.com/)
Overview of the 'Survey on the Purchasing Reality of Wedding and Engagement Rings'
Survey Method: Internet questionnaire
Survey Period: April 6, 2026 - April 8, 2026
Target Respondents: Men and women nationwide who have purchased a wedding/engagement ring
Valid Responses: 300 samples
Question Content:
Question 1: At what kind of store/method did you purchase your wedding/engagement ring?
Question 2: Please tell us the reason.
Question 3: What was the budget you spent on the purchase?
Question 4: What was the criteria for deciding the budget?
Question 5: Did the actual purchase amount fit within the budget?
Question 6: Please tell us the reason if you went over budget.
Question 7: After purchasing, are you satisfied with the balance of price, quality, and design?
Question 8: Please tell us the reason.
* As a general rule, numbers are rounded to one decimal place, so the total may not equal 100%.
■ 43.3% Responded Purchasing at 'Direct Jewelry Brand Stores'
First, we asked what kind of store or method was used to purchase the wedding/engagement rings.
The most common answer was 'Direct jewelry brand store' at 43.3%.
This was followed by 'Department store brand' at 18.0%, and 'Major chain store' at 12.3%.
A certain number of people seemed to seek a particular, one-of-a-kind piece, choosing 'Custom-made specialty store' (7.3%) or 'Handmade/workshop style shop' (3.7%).
We asked for the reasons behind choosing each store/method, and here are some of the responses.
Those who answered 'Direct jewelry brand store'
- Because the design is good. (Male, 30s)
- Because there is a sense of security in the quality. (Male, 30s)
- I went to the store my husband chose for me. (Female, 30s)
Those who answered 'Department store brand'
- Because it was close by and easy to go to. (Female, 30s)
- Because I thought it was a safe bet, and it's a brand I like. (Female, 30s)
- Because I believe the quality is reliable. (Female, 40s)
Those who answered 'Major chain store'
- I bought it at a store I just happened to walk into. (Female, 30s)
- They had a design I wanted. (Female, 40s)
- Because I thought maintenance could be done anywhere nationwide. (Female, 40s)
Those who answered 'Custom-made specialty store' or 'Handmade/workshop style shop'
- Because they had a design I liked. (Female, 40s)
- Because I wanted to make something unique. (Female, 20s)
- Because I preferred a one-of-a-kind item. (Male, 40s)
Looking at the responses, many emphasized 'peace of mind' and 'aftercare'. Since a ring is worn for a long time, ease of maintenance and the store's reliability seem to be major factors in deciding where to purchase.
On the other hand, there were also those who chose custom-made or workshop-style shops in pursuit of a 'one-of-a-kind' or 'unique' item.
■ Most Common Purchase Budget is '50,000 to under 100,000 JPY' at 26.3%
Next, we asked about the budget spent on the purchase.
The most common response was '50,000 to under 100,000 JPY' at 26.3%.
This was followed by '100,000 to under 200,000 JPY' at 19.7%, and '200,000 to under 300,000 JPY' at 19.0%.
Meanwhile, 7.7% answered '500,000 JPY or more', indicating a wide range in budgets. It can be said that the amount of money spent on a ring varies greatly depending on the couple's lifestyle and values.
■ 43.7% Responded Deciding the Budget by 'Discussing It Together'
Next, we asked about the criteria for deciding the budget.
The most common answer was 'Discussed it together' at 43.7%.
This was followed by 'Matched to my own income/savings' at 23.0%, and 'Referred to market prices' at 11.0%.
The budget for a wedding ring is not determined solely by market prices, but by the couple's values and the balance
FAQ
Where do most people buy their wedding and engagement rings?
43.3% of people buy their rings from jewelry brand flagship stores, which is the most common result.
What is the average budget for purchasing wedding and engagement rings?
According to the survey, 26.3% of respondents said '50,000 to less than 100,000 yen', followed by '100,000 to less than 200,000 yen' at 19.7%, and '200,000 to less than 300,000 yen' at 19.0%.
How do most couples decide on the budget for purchasing rings?
43.7% of people said they 'decided by discussing together', which is the most common way.
Why do people choose to have their wedding rings custom-made or made at a workshop?
People tend to choose custom-made or workshop-made rings because 'they liked the design', 'they wanted to create something unique', or 'they preferred a one-of-a-kind piece'.
What are the main reasons for buying rings from jewelry brand flagship stores?
The main reasons include the good design, the assurance of quality, and the fact that their partner chose it for them.