This sustainability shift could also benefit businesses’ bottom lines. A survey by First Insight Inc. found that 73% of those surveyed would pay more for sustainable items, with the majority willing to pay a 10% price premium.

Young consumers “want sustainable products, they want green companies,” says Gabriella Santaniello, chief executive officer and founder of Aline Partners, a retail research firm. “We see that across the apparel and footwear and other sectors, so it’s not surprising they would want sustainable engagement rings.”

Himmatramka hopes that others looking toward a marriage proposal will take the opportunity to support the Earth in the process. “I realized I wanted to propose with a ring that didn’t just not hurt the world, it helped the world,” he says. 

This article was provided by Bloomberg News.

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