Wedding Rings: Design Over Brand? 42.8% of Purchasers Prioritize "Design/Appearance," While Only 2.4% Value "Brand/Recognition."

Survey on How to Choose Wedding Rings and Post-Purchase Satisfaction/Regret

Wedding rings are not something one buys frequently in a lifetime.

Choosing one involves serious consideration, and you will wear it for a long time after deciding.

Points of emphasis, such as design, price, material, and comfort, vary from person to person.

So, what did people who actually bought wedding rings prioritize most when choosing?

Therefore, in collaboration with "Jewelry KOUKI Kurasako," a provider of engagement and wedding rings in Hiroshima, we conducted a survey targeting 250 men and women nationwide who responded "have experience purchasing a wedding ring" in a preliminary survey, regarding "How to Choose Wedding Rings and Post-Purchase Satisfaction/Regret."

*When quoting the content of this press release, please take the following actions:*

* Indicate that the source is "A survey by NEXER Group Inc. and Jewelry KOUKI Kurasako, engagement and wedding ring specialists in Hiroshima." * Include a link to Jewelry KOUKI Kurasako (https://www.kouki-kurasako.com/)

Survey Overview: "Survey on How to Choose Wedding Rings and Post-Purchase Satisfaction/Regret"

Survey Method: Internet-based questionnaire

Survey Period: June 11, 2026 - June 16, 2026

Target Respondents: Men and women nationwide who responded "have experience purchasing a wedding ring" in a preliminary survey

Valid Responses: 250 samples

Questions:

Question 1: When purchasing a wedding ring, what did you prioritize most?

Question 2: Please tell us the reason.

Question 3: When purchasing a wedding ring, what did you prioritize when choosing a store? (Multiple answers allowed)

Question 4: How satisfied are you with the wedding ring you purchased?

Question 5: Please tell us the reason.

Question 6: After purchasing your wedding ring, is there anything you thought, "I wish I had done it differently"?

Question 7: For those who answered "I wish I had done it differently," what points do you regret?

Question 8: If you could choose your wedding ring again, what would you change the most?

Question 9: Please tell us the reason.

Question 10: How often do you wear your wedding ring on a daily basis?

Question 11: Please tell us the reason.

*Note: In principle, values are rounded to the second decimal place, so the total may not be 100%.

42.8% Responded "Design/Appearance" as the Most Important Factor When Choosing a Wedding Ring

First, we asked what people prioritized most when purchasing a wedding ring.

The most common answer was "Design/Appearance" at 42.8%.

This was followed by "Price/Cost Performance" at 28.0%, and "Material/Quality/Durability" at 12.8%.

We also asked for the reasons, and here are some excerpts.

Respondents who answered "Design/Appearance"

* Because I want a design that my wife likes. (30s, Male) * Appearance is important first. I want to wear a design I like. (30s, Female) * Because I will wear it for life. (30s, Male)

Respondents who answered "Price/Cost Performance"

* Because I prioritized cost performance within a reasonable price range. (30s, Male) * Things that aren't worth it are no good. (30s, Female) * An average price is fine. (30s, Female)

Respondents who answered "Material/Quality/Durability"

* I want to use it for a long time. (30s, Male) * Because it's something I'll wear for life. (30s, Female) * Because it's something I'll wear forever. (40s, Female)

Among those who chose design, comments like "Because I will wear it for life" and "I want to wear something I like" were prominent. Among those who chose material, comments like "I want to use it for a long time" were common, both indicating an assumption of long-term wear.

On the other hand, those who chose price indicated a focus on practical considerations, such as "within a reasonable price range" and "wanting to avoid things that aren't worth it."

While priorities may differ between appearance, quality, and price, the desire "not to regret it because it's something I'll wear forever" is likely shared.

46.4% Responded "Clarity of Price" as the Most Important Factor When Choosing a Store for Wedding Rings

Next, we asked what people prioritized when choosing a store to purchase a wedding ring.

The most common answer was "Clarity of Price" at 46.4%.

This was followed by "Variety of Designs" at 39.2%, "Peace of Mind Regarding Material/Quality" at 35.6%, "Store Location/Accessibility" at 23.6%, and "Comfort" at 19.2%.

Since rings are not inexpensive purchases, it seems that clear pricing and the ability to purchase with peace of mind are prioritized. Furthermore, because they are worn for a long time, the variety of designs and confidence in quality are also important factors in choosing a store.

94.0% Responded "Satisfied" with Their Purchased Wedding Ring

Next, we asked about satisfaction with the purchased wedding ring.

The results showed "Very Satisfied" at 39.6% and "Somewhat Satisfied" at 54.4%, for a combined total of 94.0% satisfaction. On the other hand, "Somewhat Dissatisfied" was 4.8% and "Very Dissatisfied" was only 1.2%.

It was found that 90% of people who purchased wedding rings are satisfied.

We also asked for the reasons, and here are some excerpts.

Respondents who answered "Satisfied"

* Because there were no compromises. (20s, Female) * The cost performance was very good, and the staff's service was excellent. (30s, Male) * Because I am satisfied with the price and quality. (30s, Male)

Respondents who answered "Dissatisfied"

* Because my husband's wishes were strong. (30s, Female) * Because it wasn't a design I liked. (40s, Female) * Because the material was not good. (40s, Female)

Among those who expressed satisfaction with their rings, comments such as "no compromises" and "I was able to choose a design that suited me" were heard, indicating a sense of conviction. There were also comments about "the staff's service being good" in addition to the ring's quality, suggesting that satisfaction is influenced not only by the product itself but also by the purchasing experience.

On the other hand, among the few who answered "Somewhat Dissatisfied," the comment "my husband's wishes were strong" revealed the difficulties inherent in choosing together as a couple.

To choose a wedding ring that is satisfactory, communication with one's partner is likely also important.

12.8% Had Experiences of "Wishing They Had Done It Differently," with "Design Feeling Outdated/Bored" Being the Most Common Reason for Regret

Next, we asked if people had any thoughts of "wishing they had done it differently" after purchasing their wedding ring.

The results showed "Often" at 3.6% and "Sometimes" at 9.2%, for a combined total of 12.8% who had experienced regret. On the other hand, "Rarely" was 30.0% and "Never" was 57.2%.

This confirms the high level of satisfaction mentioned earlier, with many people feeling "this was the right choice."

So, what aspects did those who regretted their choice find regrettable? We asked about the points of regret.

The most common specific point of regret was "Design feeling outdated/bored" at 31.3%.

This was followed by "Quality/durability was lower than expected" at 18.8%, and "Size didn't fit" and "Should have considered semi-custom or custom-made instead of ready-made" at 9.4% each.

Reasons for regret that emerge over time are ranked high.

Even if you like a design at the moment of purchase, you might get tired of it or find the size no longer fits after wearing it for many years.

Choosing a design that is less susceptible to trends and selecting a store that offers post-purchase adjustments seem to be key to long-term enjoyment.

21.9% Responded "Want to Change Material/Quality" If They Could Choose Again

Next, we asked what people would change the most if they could choose their wedding ring again.

The most common answer was "Material/Quality" at 21.9%.

This was followed by "Design" at 18.8%, and "Comfort" and "Budget/Price Range" at 12.5% each.

We also asked for the reasons for each, and here are some excerpts.

Respondents who answered "Material/Quality"

* Because good quality items last longer. (40s, Female) * I bought gold, but silver would have been better. (50s, Male) * I wish I had bought solid platinum since I was buying one anyway. (60s, Male)

Respondents who answered "Design"

* Maybe I should have chosen something less prone to scratches. (30s, Female) * I want a different design. (30s, Female) * Because there's a shape I've always admired. (30s, Female)

Respondents who answered "Budget/Price Range"

* Since I don't wear it much, a cheaper one would have been fine. (40s, Female) * Maybe there were cheaper options, or maybe I could have researched more. (40s, Male) * I wish I had bought a more expensive one for her. (50s, Male)

Regrets that become apparent over long-term wear, such as susceptibility to scratches, price range, and fragility or value due to quality, were revealed.

Even if satisfied at the time of purchase, the pattern of later regret is perhaps a realistic aspect of choosing a wedding ring.

As it is a once-in-a-lifetime purchase for many, it is likely important to choose a ring very carefully.

55.2% Responded "Rarely Wear" Their Wedding Ring

Finally, we asked how often people wear their wedding rings on a daily basis.

The results showed that "Rarely wear" was the most common at 55.2%.

This was followed by "Wear almost every day" at 29.6%, "Wear only on special occasions" at 9.2%, and "Wear almost always when going out" at 6.0%.

We also asked for the reasons, and here are some excerpts.

Respondents who answered "Rarely wear"

* I'm not used to wearing rings and find them bothersome. (30s, Female) * Because I don't want it to get scratched. (30s, Female) * Because I don't want to lose it. (30s, Male)

Respondents who answered "Wear almost every day"

* Because I want to wear it close to me at all times. (20s, Female) * Because it's precious. (30s, Male) * Because there's no need to take it off. (30s, Female)

Respondents who answered "Wear only on special occasions"

* Because it's bothersome. (30s, Female) * Because it's bothersome, like when washing dishes. (40s, Female) * Because it would be a problem if I lost it during washing. (40s, Female)

Respondents who answered "Wear almost always when going out"

* It has diamonds and I don't want to scratch them. I don't want to do housework with the ring on. (40s, Female) * It's bothersome in daily life. (60s, Female) * I don't wear it while working. (70s, Male)

Among those who wear their rings almost every day, there were comments like "I want to wear it close to me at all times."

On the other hand, among those who rarely wear them or only wear them on special occasions, there were many comments such as "I don't want to scratch it" and "I don't want to lose it."

What's interesting is that the reason for not wearing the ring is often rooted in the desire to "cherish it." Because it is a ring with sentimental value, many people choose not to wear it to avoid scratches or loss.

Summary

In this survey, "Design/Appearance" was the most prioritized factor when choosing a wedding ring at 42.8%, while only 2.4% prioritized "brand recognition." This suggests that many people prioritize their own preferences and designs that can be worn for a long time over the brand name itself.

Furthermore, 94.0% of purchasers responded that they were satisfied with their wedding rings, highlighting the high satisfaction levels with rings chosen with conviction. On the other hand, regrets after purchase included comments like "design feeling outdated/bored," indicating the importance of choosing a design with long-term wear in mind.

As a wedding ring is a once-in-a-lifetime purchase, it may be that careful consideration of not only brand and trends, but also designs that reflect the couple's individuality, can be worn continuously, along with quality and after-sales service, leads to satisfaction.

<For Use in Articles, etc.>

* Indicate that the source is "A survey by NEXER Group Inc. and Jewelry KOUKI Kurasako." * Include a link to Jewelry KOUKI Kurasako (https://www.kouki-kurasako.com/)

【About Jewelry KOUKI Kurasako】

Company Name: KOUKI KURASAKO Co., Ltd.

Address: 1-3-38 Tōjōmachi, Naka-ku, Hiroshima-shi, Hiroshima 730-0805

Representative Director: Kiichi Kurasako

Tel: 082-231-4951

URL: https://www.kouki-kurasako.com/

Business Activities: For over 70 years since our founding in Hiroshima, we have been operating with a focus on custom-made engagement and wedding rings, jewelry remodeling and custom-made services, as well as the sale, processing, and repair of jewelry.

Since our founding, we have strived to provide high-quality products and services at affordable prices and to offer customer service that brings joy to everyone. We also place particular emphasis on after-sales service to ensure that our customers can use their purchased jewelry with peace of mind for a lifetime.

【About NEXER Group Inc.】

Headquarters: Rise Arena Bldg. 11F, 4-5-2 Higashi-Ikebukuro, Toshima-ku, Tokyo 170-0013

Representative Director: Yuya Miyata

URL: https://www.nexer.co.jp

Business Activities: SEO, Web Branding, Web Advertising, Website Production, Media