JCK’sBrittany Siminitz recently declared that “the hidden halo is the new must-stock.” Which sounds about right—classic halos have been around for a while, so it’s no surprise that couples might be warming to the idea of a fresh take.
What’s a hidden halo? It’s a subtle engagement ring design in which the diamond border surrounds the center stone from the side angles instead of bordering the top.
“The hidden halo is the latest must-have in the industry, offering a fresh and modern take on the traditional halo style,” saysFrederick Goldman’sAllisonGoodman, senior vice president of merchandising. While the classic halo design is still popular, it has shifted to a more understated look. This style is a perfect choice for those who want to make a statement without being too bold.”
Rick Mulholland atContinental/Novell Globalagrees: “Additionally, the hidden halo raises the diamond off the main ring, giving the illusion of a larger diamond and adding interest to its side profile,” he says.
Cynergy Tradinghas had success with a style that features a partially hidden halo and a “surprise halo” looped around the base of the setting like a chic diamond choker. “We have had success with the partially hidden halo style since around 2015 as it allows a more subtle effect than regular halos and works well with larger centers,” says Jeff Levitt, vice president, merchandise. “The surprise halo has become very popular over the last couple of years and this ring, R45629, utilizes both halo types within the same style.”
Other Plumb Club members stress the importance of offering a variety of halo styles as a merchandising strategy. For example, a considered mix of halo styles is the ticket forWilkerson, which is promoting a ready-to-ship assortment called Petite Bridal that includes several halo options. “We have been very successful with halo designs, quality diamonds, and nice mountings with great prong work,” says Russ Whitehouse. “It seems to really score with the consumer who wants to walk into a jeweler and walk out with a complete set.”
Theresa Namie, merchandise manager atOstbyedoesn’t think halos are as hot as other trending styles such as solitaires with unique details, three-stone rings and organic motifs. “That said, our traditional halos still are best sellers in round, oval and pear shapes, as average Americans like their classics,” she said. As for the hidden halo’s rise in popularity, she likes the idea: “It’s classic and unique—how fun is it to have a design wrapped around your center gem to look at while driving your car or keyboarding?”
Clearly there are lots of reasons for retailers to look into hidden halos but don’t be afraid to entertain other possibilities within the category.
“A trend towards alternative halo shapes, such as geometric and vintage designs, is growing,” says Mulholland atContinental/Novell Global, which is launching a bridal collection featuring these elements at JCK in June. “With alternative halo shapes available, there is now a wider range of options for couples looking for a unique and modern take on this classic design.”