Divine Solitaires has outlined a strategy to broaden the use of natural diamond solitaires beyond wedding purchases by linking them to multiple life events and gifting occasions across a customer’s lifespan.

The brand is positioning solitaires for proposals and engagements, where rings are presented as symbols of commitment. According to the company, these periods generate emotionally driven purchases that retailers can convert from seasonal footfall into higher-value transactions.

Anniversaries are being targeted as repeat-purchase moments, including milestones such as relationship anniversaries, family occasions and personal commemorations. Divine Solitaires states that customers are using solitaire earrings, pendants and ring upgrades to mark these occasions, creating opportunities for additions and upgrades over time.

Birthdays, particularly decade milestones, are being positioned as another category for solitaire gifting. The brand reports that family members, including children, are increasingly gifting solitaires to parents to mark significant birthdays, expanding the customer base beyond couples.

Self-purchase is identified by Divine Solitaires as a growing segment, with both men and women buying solitaires to mark promotions, business milestones and personal achievements. The company says this shifts retailer conversations from price-led selling to purpose-led buying.

The Mangalsutra ceremony is also being repositioned by the brand, with solitaire-led designs used within the traditional category. Divine Solitaires states this approach supports higher-value, design-focused discussions with younger couples.

The company’s approach aims to link solitaire ownership to multiple life events, creating longer customer engagement cycles for retailers and manufacturers.