Survey of Under-30s: 78% Prioritize Practicality and Value in Ring Selection! About 94% Say They Want to Choose Rings That Fit Their Budget and Prepare for the Future

Are Young People Choosing Practicality Over Prestige in Ring Selection?

Engagement and wedding rings are exchanged at pivotal moments in life.

In the past, "three months' salary" was often cited as a benchmark for how much to spend.

However, with rising living costs and growing concerns about the future, what are young people truly thinking about how much to spend on rings?

DIAMOND DOT LAB conducted a survey to capture the authentic voices of younger generations.

We explored their budget expectations, attitudes toward social appearances, and what "smart choices" look like in today's context.

※When quoting this press release, please observe the following:

・Clearly state that the source is "a survey conducted by NEXER Inc. and DIAMOND DOT LAB"

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Survey Overview: "Survey on Jewelry Purchasing Awareness and Economic Mindset Among Younger Generations"

Method: Online questionnaire

Period: June 4 – June 11, 2026

Respondents: Men and women aged 30 and under

Valid responses: 100 samples

Survey Questions:

Question 1: What budget do you think is appropriate for an engagement or wedding ring?

Question 2: Please explain the reason for your budget.

Question 3: When choosing a ring, which do you prioritize: "prestige" or "practicality and cost-effectiveness"?

Question 4: Please explain your reason.

Question 5: Do you feel there is a difference in values regarding rings between your generation and your parents' generation?

Question 6: What differences do you perceive?

Question 7: Which mindset is closer to yours: "buying an expensive ring despite financial strain" or "choosing a ring that fits your budget and preparing for the future"?

Question 8: Please explain your reason.

※Percentages are rounded to the nearest whole number, so totals may not add up to exactly 100%.

30.0% Say Their Ring Budget Is "Under ¥50,000"

First, we asked about the budget respondents consider appropriate for engagement or wedding rings.

The most common response was "under ¥50,000," at 30.0%.

This was followed by "¥200,000 to under ¥300,000" at 23.0%, "¥100,000 to under ¥200,000" at 15.0%, and "¥50,000 to under ¥100,000" at 13.0%. Responses for "¥300,000 to under ¥500,000" were 8.0%, "¥1,000,000 or more" were 5.0%, "¥500,000 to under ¥700,000" were 4.0%, and "¥700,000 to under ¥1,000,000" were 2.0%.

Combined, 43.0% set their budget under ¥100,000, and expanding to under ¥200,000 reaches 58.0%.

In other words, nearly 60% of younger people consider a ring budget below ¥200,000.

We also asked for reasons behind their budget choices. Below are some selected responses:

Respondents who chose "under ¥50,000":

・It's better to spend money on travel or other things. (Male, 20s)

・I think money is better spent on things other than rings. (Female, 30s)

・I don't wear rings, so a symbolic one is enough. (Female, 30s)

Respondents who chose "¥50,000 to under ¥100,000":

・As long as I can buy a basic ring, that's fine. (Male, 20s)

・I don't like it if it's too cheap, but I also don't like it if it's too expensive. (Female, 20s)

・I don't need anything too luxurious, but I wanted platinum. (Female, 30s)

Respondents who chose "¥100,000 to under ¥200,000":

・I think this is a reasonable price—not too high, not too low. (Female, 20s)

・At this price, I could get something I really wanted. (Female, 30s)

・I'd rather spend more money on other things. (Male, 30s)

Respondents who chose "¥200,000 to under ¥300,000":

・This amount won't be a financial burden based on my salary. (Female, 20s)

・I don't think it needs to be that expensive. (Female, 20s)

・I want to express my feelings. (Male, 30s)

There were many responses indicating a preference to spend money on travel, daily life, or other purposes rather than on the ring itself.

It appears that many prioritize spending money in ways that align with their values and future lifestyles, rather than buying expensive rings.

At the same time, comments like "I don't like it if it's too cheap," "I wanted platinum," and "I want to express my feelings" suggest that while price is important, quality and a sense of specialness are also valued.

78.0% Say They Prioritize "Practicality and Cost-Effectiveness" in Ring Selection

Next, we asked whether respondents prioritize "prestige" or "practicality and cost-effectiveness" when choosing a ring.

"Prioritizing practicality and cost-effectiveness" accounted for 78.0%—a clear majority—while "prioritizing prestige" was only 22.0%.

Below are some selected reasons:

Respondents who prioritize "practicality and cost-effectiveness":

・No reason to care about appearances. (Female, 20s)

・I think it's something I'll wear every day. (Male, 20s)

・Even if it's expensive, it's meaningless if I won't use it. (Male, 20s)

・Because I'll be wearing it frequently. (Female, 20s)

・Paying for prestige is wasteful. I'd rather buy a ring I like when I want to. (Female, 30s)

Respondents who prioritize "prestige":

・It's nice to have a sense of a family heirloom. (Male, 20s)

・It's a once-in-a-lifetime item. (Female, 20s)

Many emphasized the importance of usability and fair pricing, as rings are worn daily. Rather than high price alone, people seem to value whether they like the ring and can use it long-term.

On the other hand, some valued prestige and appearance, citing reasons like "a sense of a family heirloom" or "it's a once-in-a-lifetime item." This suggests that a certain number of people view engagement and wedding rings not just as everyday items, but as symbols of life milestones.

40.0% Feel a Difference in Values Compared to Their Parents' Generation

Next, we asked whether respondents feel a difference in values regarding rings between their generation and their parents'.

Results showed that 35.0% "don't feel it much" and 25.0% "don't feel it at all," totaling 60.0% who do not perceive a generational difference.

On the other hand, 22.0% "feel it somewhat" and 18.0% "feel it strongly," meaning 40.0% do perceive a difference between generations.

So, what specific differences do those who feel a gap notice?

Below are some selected responses:

What differences do you perceive?

・The value difference is that rings should matter more for the memories they hold than their price. (Female, 20s)

・My parents didn't care about price, but I do. (Male, 20s)

・I feel older generations think more about value, while younger generations are more brand-conscious. (Female, 20s)

・Being told to spend three months' salary is actually tough in reality. (Female, 30s)

・In the past, rings cost three months' salary, but now cheaper ones are given. (Female, 30s)

・In the bubble era, rings were expensive, but now with inflation and high prices, it's hard to buy expensive rings. (Male, 30s)

There were voices expressing that the old benchmark of "three months' salary" feels unrealistic given today's cost of living. Amid rising prices and future uncertainty, high