Ideal vs. Reality in Ring Selection: While 60% Want to Save Budget, They Also Refuse to Compromise on Quality

Do people prioritize "appearance" or "price" when choosing a ring?

Engagement and wedding rings are some of the most special gifts in a person's life.

Due to recent price hikes and diversifying lifestyles, an increasing number of couples are caught between the ideal and reality, feeling that while they want to keep their budget down, they refuse to compromise on the brilliance and quality of a lifelong piece.

Recently, DIAMOND DOT LAB conducted a survey among 300 men and women. The survey explored the compromises made when choosing rings and the smart choices of today.

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Survey Overview: "Questionnaire on How to Choose Engagement and Wedding Rings"

Survey Method: Online questionnaire

Survey Period: April 27 - May 7, 2026

Target Audience: Men and women nationwide who answered "Have purchased an engagement or wedding ring" in a preliminary survey

Valid Responses: 300 samples

Questions:

Question 1: What was the most important factor for you when choosing a ring?

Question 2: Please tell us the reason.

Question 3: How did you judge the balance between the size of the diamond (carat weight) and its quality?

Question 4: Was there a gap between your ideal and reality when choosing a ring?

Question 5: What kind of gap was it?

Question 6: Did you want to keep the ring budget as low as possible?

Question 7: Please tell us the reason.

* Percentages are generally rounded to one decimal place, so the total may not exactly equal 100%.

43.7% answered that the most important factor when choosing a ring was "Design"

First, we asked about the most important point when choosing a ring.

The most common answer was "Design" at 43.7%.

This was followed by "Price" at 32.3% and "Quality" at 9.7%.

We asked for the reasons behind prioritizing these aspects, and here are some of the responses:

Those who answered "Design"

- Because it's a lifelong item, I wanted something that would always blend well on my finger. (Female, 30s)

- I chose a simple design that I won't get tired of. (Female, 30s)

- When I bought my wedding ring, I chose a simple design that I could wear every day (matching any outfit). (Female, 40s)

Those who answered "Price"

- Because I wanted to choose within a reasonable range. (Male, 30s)

- Because I wanted a good balance. Also, I didn't think it had to be that expensive. (Female, 30s)

- Cost performance is important. (Male, 40s)

Those who answered "Quality"

- Since it's a once-in-a-lifetime purchase, I wanted to buy something solid. (Male, 30s)

- Because a diamond's brilliance differs depending on its quality. (Female, 40s)

- The balance between price and quality is crucial. (Male, 40s)

Keywords such as "simple," "won't get tired of," and "wear for a long time" stood out, with many voices emphasizing everyday wearability.

40.0% answered that they "Focused on the balance with price" for diamonds

Next, we asked how they judged the balance between the diamond's size (carat) and quality.

The most common response was "Focused on the balance with price" at 40.0%.

This was followed by "Focused on the balance between size and quality" at 17.7%, "Did not purchase a ring with a diamond" at 14.7%, "Focused on quality" at 13.3%, "Didn't think much about it" at 13.0%, and "Focused on size" at 1.3%.

It can be said that many people are looking for a balance that they can agree on, finding a compromise between price and quality.

77.3% answered that there was "No gap" between ideal and reality

Next, we asked if there was a gap between their ideal and the reality when choosing a ring.

"Not really" was the most common at 46.7%, and "Not at all" was 30.7%, combining for 77.3% of respondents who felt no gap. On the other hand, "A little" was 18.3%, and "Very much" was 4.3%.

We asked those who felt a gap about its nature, and here are some examples:

Nature of the gap felt:

- The fact that we could only buy a diamond of a size commensurate with the price. (Female, 30s)

- I had a shape I'd long admired, but my husband didn't like it. (Female, 30s)

- It looked cute in the store, but was actually a bit different in reality. Like the fit. (Female, 40s)

- The price was higher than expected. (Female, 40s)

- Relative to the price...