Local jewelry store seeing increase in engagement ring sales during pandemic

Engagement ring sales
Posted at 6:13 PM, Feb 12, 2021
and last updated 2021-02-12 20:13:55-05

COLORADO SPRINGS — Thanksgiving through Valentine's day is typically the most popular time of year to get engaged, and the pandemic didn't change that. In fact, a local jewelry store co-owner says it has actually helped sales at the shop.

Andrew Graff co-owns and also manages Luisa Graff Jewelers in Colorado Springs. He says the shop has seen steady business throughout the pandemic.

"We had a lot of our staples being purchased which is the diamond bracelets, diamond stud earrings, diamond pendants," said Graff. "I think that's because people couldn't travel, people actually had a little more disposable income. Plus, if you're giving a gift, that's something that could encourage somebody that's down."

Graff says his store saw an almost 8% increase in engagement ring sales, while stores around the country saw a 10% increase.

"There were a lot of people wanting to come and get presents, so they could give something that made somebody else happy," said Graff.

Many marriage proposals have been affected by the pandemic, whether it came down to planning for the big moment or delaying the engagement altogether.

However, couples have made the best of a challenging situation. Many have spent even more time together, forming a stronger bond over the past year.

"During the pandemic, we definitely got a lot closer. We spent so much time together. We really got to know each other on a different level," said Veronica Wright, whose fiance proposed to her last summer in the middle of the pandemic.

"There's definitely been a lot of challenges. We overcame everything and we're more than happy to be where we are today, happily engaged," said Wright.

Wright said planning for her wedding has been challenging because of COVID restrictions. With restrictions in place and the uncertainty that lies ahead, many others have put their wedding planning on pause. Meanwhile weddings have also been postponed because of the pandemic.

Luisa Graff Jewlers has been in business for more than 40 years. Currently, they're offering a "Snow and Ice" promotion for Valentine's Day. If it snows 3" or more on February 21, anyone who bought jewelry from January 15 to February 14 will get their money back.