The Most Instagrammed
Engagement Ring Styles in
London Right Now

1. The Elongated Oval Solitaire

Still the dominant shape across Instagram and Pinterest by a considerable margin. The elongated oval (a stone with a high length-to-width ratio, typically 1.5:1 or above) creates the appearance of a longer, slimmer finger and photographs exceptionally well. Its soft edges make it feel less formal than a round brilliant, and more distinctive than the classic cushion that preceded it in popularity.

What is driving sustained interest is not just aesthetics but value. Oval diamonds of equivalent weight to a round brilliant typically cost 10–20% less, while appearing larger face-up. For buyers who want visual impact without over-spending, it is a genuinely intelligent choice. The best ovals are set in a simple four or six-claw platinum solitaire that lets the stone do all the work.

Where to find it in London: Hatton Garden studios consistently offer the best selection of well-cut oval stones at competitive prices. For a more considered, bespoke interpretation, Jessica McCormack is known for oval settings with distinctive claw work that elevates a familiar shape.

2. East-West Set Stones

Rather than setting an oval, marquise, or elongated stone in the conventional north-south orientation, East-West mounting turns it 90 degrees, horizontal across the finger. The effect is architectural and modern. It looks particularly strong on oval and marquise cuts, where the geometry of the stone creates a clean, deliberate visual statement.

This style photographs unusually well precisely because it breaks the visual convention. On a flat lay image (the standard Instagram engagement ring shot), it creates immediate contrast with other rings. It also tends to sit lower on the finger than conventional settings, which some wearers prefer for practical reasons.

It is worth noting that East-West settings are not right for every stone shape. Round brilliants and princess cuts lose something when turned this way. The style is best suited to elongated shapes where the horizontal orientation makes clear visual sense.

3. Coloured Centre Stones

Sapphires have been a mainstream choice since 2010, but the last two years have seen a broadening of interest across the full spectrum. Teal sapphires (a blue-green variety that can shift shade depending on light), pink sapphires, Paraiba-style tourmalines, and morganites are all seeing significant social media traction. The shift reflects a broader move toward rings that feel personal and distinctive rather than conventionally "correct."

Emeralds are returning too. After years of being seen as fragile (which they are, relative to sapphire or diamond, emeralds rate 7.5–8 on the Mohs scale, making them more vulnerable to chipping than the hardness of a sapphire or diamond), they are being embraced by buyers who value their rich green depth over the practical concerns. For everyday wear, a bezel setting offers the emerald more protection than a four-claw design.

For coloured stones, London has real depth of expertise. Rachel Boston is one of the strongest independents working with coloured gemstones, consistently producing settings that let the stone breathe. Gemima in Notting Hill takes a more editorial approach to colour.

One note: coloured stone quality is harder to certify and standardise than diamond quality. The 4Cs framework does not apply cleanly. Buying from a jeweller who knows their stones (and can speak credibly about origin and treatment) matters more here than almost anywhere else.

4. Hidden Details and Surprise Elements

One of the most shared engagement ring features of the past year is not a stone shape or a setting style, it is what happens on the underside of the ring. Pavé diamonds hidden under the band, engraved messages visible only to the wearer, coloured stones set on the interior surface: these details do not change how a ring looks from the front, but they make for compelling content and deeply personal objects.

This trend is driven partly by social media itself: the hidden-detail reveal is a natural content format. But it also reflects a genuine shift in how people think about engagement rings. The desire for personalisation that cannot be immediately read by anyone looking at the ring from across a room is a meaningful aesthetic choice, not just a novelty.

Most bespoke jewellers can incorporate hidden details. It is worth asking specifically during any consultation, as not all jewellers raise it proactively.

5. The Cluster Set as a Solitaire Alternative

Cluster rings, multiple smaller stones arranged to create the impression of a single larger stone, are having a sustained revival. The vintage-inspired sunburst cluster and the more contemporary scattered-diamond designs both photograph well and offer considerably more visual presence than the budget might suggest for a single stone equivalent.

The best clusters have a coherent design logic: stones of matched colour and clarity, set with precision, in a design that reads as intentional rather than economising. At the lower end of the market, cluster rings can look busy or uneven. At the higher end, from jewellers who specialise in the form, they can be genuinely extraordinary.

Jessica McCormack has built a significant reputation on her diamond cluster work. Her "Gypset" designs have been widely referenced on social media and have influenced how the broader market approaches the form.

6. Thin Band, Significant Stone

The thicker shank of the 2010s has given way to very fine bands (often 1.5–2mm in platinum or 18ct gold) that make the centre stone appear to float. The contrast between the delicacy of the band and the presence of the stone is the point. This works best with round brilliants and ovals, where the stone's optical properties create sufficient sparkle to justify the minimal setting.

One practical consideration: very thin bands wear down faster and require more frequent maintenance than standard-width shanks. They can also be harder to resize. Worth raising with the jeweller before committing.

What This Tells You

The common thread across these styles is a preference for rings that feel considered and personal rather than simply expensive. The elongated oval, the East-West setting, the hidden detail, each is a departure from the conventional round brilliant solitaire that has dominated the market for decades. That does not make the classic solitaire wrong. It makes these alternatives feel meaningful when a buyer chooses them deliberately.

The risk with trend-driven shopping is buying something that feels exciting now but dates quickly. The styles above have enough design logic and staying power to avoid that fate if executed well. The oval has been the dominant social shape for five years. The coloured stone is a centuries-old tradition being rediscovered. Neither is going away.

For more on setting styles, see our complete guide to choosing an engagement ring setting. For stone shapes, the stone shape guide covers every option in detail.