LONDON, UK / AGILITYPR.NEWS / November 10, 2026 / Oval diamonds are becoming an increasingly popular choice for engagement rings, with their share of annual ring sales at 77 Diamonds rising from 11% in 2021 to 31% in 2026, according to the company's latest sales data. Meanwhile, the traditionally dominant round brilliant diamond has seen its share fall from 59% to 41% over the same period.

The analysis examined 77 Diamonds' internal engagement ring sales data between 2021 and 2026, comparing the proportion of annual sales accounted for by the most prominent diamond shapes.*

Although round brilliant diamonds remain the most popular choice, their dominance has steadily declined over the six-year period. Having accounted for almost three in five annual ring sales in 2021, rounds represented just over two in five by 2026. Their share has fallen every year since the start of the analysis.

In contrast, oval diamonds have recorded year-on-year growth, increasing their share of annual sales from 11% in 2021 to 15% in 2022, 18% in 2023, 20% in 2024 and 24% in 2025, before reaching 31% in 2026 (so far).

This data shows that the shift towards oval diamonds hit a high in 2026, when their share of sales increased by seven percentage points compared with the previous year. This represents the largest annual increase recorded for ovals across the period analysed.

The popularity of the two shapes also stands out against other diamond cuts. No other shape has accounted for more than 7% of annual ring sales in any year, highlighting the continued importance of round and oval diamonds in customers' engagement ring choices.

Tobias Kormind, Co-Founder of 77 Diamonds, commented:

"Round brilliant diamonds have long been synonymous with engagement rings, so it's interesting to see how customer preferences are evolving. Oval diamonds offer a different aesthetic while retaining the brilliance, elegance and enduring appeal people look for when choosing an engagement ring. Their elongated shape can also create the illusion of longer, more slender fingers, while the option to set them vertically or horizontally offers greater scope for individual styling.

What we're seeing from our customers is a sustained shift rather than a passing change in preference. Couples are increasingly looking for jewellery that reflects their own personal style and aesthetic, rather than simply opting for the most traditional choice. Oval diamonds lend themselves particularly well to this, offering a distinctive alternative to the classic round brilliant.

This move towards more individual designs is also being influenced by high-profile celebrities, such as Taylor Swift and Selena Gomez, who have showcased distinctive and often vintage-inspired engagement ring styles, from Old Mine cuts to marquise designs. Ultimately, engagement rings are becoming an increasingly personal expression of individual taste, and diamond shape is an important part of that."

The brilliance of the oval cut diamond

• Oval cut rings create the illusion of a larger diamond due to the larger visible surface area compared to a round cut.
• Oval shape has a more elongated appearance on the finger, creating a flattering visual effect that draws the eye along the finger and giving the impression of longer, more slender fingers.
• Oval cut retains an elegant, timeless quality but introduces a more distinctive shape: a slightly different interpretation of that classic diamond aesthetic.
• Oval diamonds are versatile and work brilliantly in a number of settings, including solitaire, halo, and three-stone settings.