Romantics want a special way to ring in the New Year

With only a few more days left until Christmas and Hanukkah, shoppers are still dashing through stores for that last-minute gift they hope will make this year a memorable one.

Few gifts seem to create as much of a holiday memory as an engagement ring—a big-ticket item that continues to top men’s shopping lists.

This year is no exception, as local jewelry store owners report an upswing in engagement ring sales this time of year. According to local merchants, engagement ring sales increase about 16 percent during the holidays.

Even though the rise in sales may seem relatively small, economic factors prove the increase is significant.

High gas prices continue to hamper retail sales of all items, including jewelry, across the United States. In addition, with the cost of gold over $500 an ounce and diamond prices rising, according to the International Diamond Index, the increase in engagement ring shoppers means the precious gift is still a hot seller.

“Men are buying more engagement rings during the holidays because they want to propose on New Year’s Eve,” said Bob Winkler, a 20-year salesman with the Gold Store in Thousand Oaks. “They want to bring in the New Year right.”

While the tradition of buying engagement rings during the holidays continues, the look of the ring and the way men are shopping for their display of affection has changed in recent years.

Many of Conejo Valley jewelers agree today’s engagement ring shopper is not only slightly older than the traditional customer—most are in their 30s to mid-40s—but are also better educated about diamonds.

“I think that today’s bridal customer takes more time than they use to, does more homework and is much more educated,” said Steven Polacheck, owner of Polacheck’s Jewelers. “We’re seeing a much smarter customer.”

Steve Weiss, owner of Kirk’s Jewelers in Westlake Village, said shopping for a diamond is a “personal” experience. He offers instore advice to help educate shoppers on the four most important aspects of a diamond—cost, cut, clarity and color.

Because more shoppers are educated about diamonds before they step into the store, a number of local jewelers said engagement rings sales can happen relatively quickly.

Krikor Sandjian, owner of KS Jewelers in Agoura Hills, said men come into his store with an idea of what they want. “They come to buy right away,” Sandjian said.

“In our case, it’s more of a quick sale because people are coming to us based on word of mouth,” said Paul Atamian, owner of Anjou Jewelers in Westlake Village.

Over the past decade, more and more women are joining their soon-to-be husbands to pick out the ring.

“More of the couples are coming together,” Atamian said. “It use to be 50 percent of the guys would come in with their girlfriends. . . . Now, it’s more like 80 percent are coming in with (their girlfriends).”

P o l a c h e c k said the new trend seems to take away from some of the thunderbolt factor so many women experience during a proposal.

“There’s not as much of surprise today, which I think is a shame,” Polacheck said. “I’m more of a romantic. I like the idea of a guy taking a girl out and slipping a ring on her finger.”

Jeffrey Rubin and Neil Shanman, both with Estate Diamond Exchange in Agoura Hills, said that even though men are coming into the store with their girlfriends to shop for the ring, they come back by themselves to make the final purchase.

Along with the way men are buying the ring, the look of the engagement ring is also changing. The traditional round-cut solitaire rings have given way to threestone settings, irregular-shaped diamonds such as pearor emerald-cut stones, and diamonds in different colors.

Polacheck said his store is selling relatively no solitaire-shaped diamonds. Instead, he’s seeing more customers request a “pave” style, in which smaller diamonds encircle a larger stone and then trail down the ring’s shank.

Like many of the other jewelers, Atamian said more customers are asking for larger stones. “They want stones that are larger than the one carat,” he said.

Jewelers in the Conejo Valley report that customers are generally paying from $5,000 to $25,000 for an engagement ring.

Polacheck said, however, it’s not unusual for his store to sell a $35,000 ring. That’s far higher than the national average.

According to CNN/Money, the average cost of an engagement ring in 2005 was a little over $4,000, up from $2,500 in 1999. The rising costs of gold and diamonds may contribute to the higher national average, but many wedding planners are also reporting that, in general, couples are spending more money for more elaborate weddings.

With online holiday shopping expected to be at an all-time high—eMarketer predicts that online holiday sales for the fourth quarter will top $26 billion— brick-and-mortar jewelers are finding Internet sales cutting into their profits.

High-end online retail sellers like Blue Nile Inc. continue to report a rise in Internet diamond sales. The online retailer recently sold two diamond rings in November for more than $280,000 during a holiday promotion sale.

“I think to buy a diamond on the Internet makes no sense to me,” Polacheck said when asked if he’s worried about Internet sales. “I still believe to this day that people want to feel a watch or ring . . . and know that it looks as good on them as it does on a screen.”

Regardless of online shopping, local jewelers continue to report that Christmas Eve remains one of their top sales days.

“There’s no more tomorrow,” Weiss said of the day before Christmas. “So for the guy or the gal who doesn’t have that lastminute gift, they’re coming in and want anything you have.”

All of the jewelers interviewed said they would be open on Christmas Eve, each waiting for the shopper looking for that unique engagement ring or special something intended to make this holiday one to remember.

JANN HENDRY/Acorn Newspapers