July 31, 2025

When Is The Best Time to Buy an Engagement Ring? Why Anytime Can Be the Right Time

Shopping for a diamond engagement ring is one of life’s most meaningful purchases. Naturally, many couples wonder if there’s a “best time” to buy to get the best deal or selection. 

While the jewelry industry does have seasonal sales, the reality is that any time of the year can be the perfect time to buy an engagement ring–especially when you choose a trusted jeweler who offers fair pricing, certified diamonds, and personalized year-round service.

Here’s a buying guide about timing your purchase, how to plan with a helpful shopping timeline, and the must-ask questions to bring with you to the store.

Understanding Seasonal Jewelry Sales

Like many industries, jewelry retailers sometimes offer discounts to save money during peak shopping seasons with engagement ring sales:

  • Black Friday and Cyber Monday (November): This timeframe is known for storewide discounts and holiday sales amidst the holiday rush.

  • December Holiday Season: With jewelry being a popular gift you may see deals on engagement rings and diamond jewelry.

  • Valentine’s Day (February): Romantic promotions often include savings on select styles of diamond engagement rings.

These can be great opportunities to save a little–but here’s the thing: the best rings aren't always the ones on sale.

Why You Don’t Need to Wait for a Holiday Sale

At the Estate Watch and Jewelry Company, we believe the best time to buy diamond rings is when you’re ready to propose, not when a discount appears. Here’s why:

Fair Pricing Year-Round

Our diamond prices and settings are competitively priced every day, meaning you’ll always get excellent value without having to time your purchase to a specific month for better prices on your perfect engagement ring.

Best Selection Anytime

Waiting for a sale could mean your preferred style or diamond size sells out. Shopping when you’re ready ensures you have the widest choice of gemstones and settings.

Custom Rings Take Time

Designing a custom ring takes a minimum of 6-8 weeks. Buying early gives you time for CAD designs, production, and resizing–without rushing or worrying about holiday delays.

Peace of Mind

Proposals are about special moments, not sale dates. Buying when it feels right helps you focus on the experience, not just the price tag.

Timeline for Custom Engagement Ring Shopping

Even though you can shop confidently any time of year, it’s helpful to understand the ideal timeline for planning your purchase, especially if you’re designing a custom ring:

2 - 3 Months Before the Proposal

Start browsing and budgeting. Research ring styles, diamond shapes, precious metals, and ring settings.  Decide on your budget and whether you want a ready-made ring or a custom design engagement ring.

6 - 8 Weeks Before the Proposal

Select your diamond: choose a (certified) loose diamond (or a sapphire or lab-grown diamond alternative) based on the 4Cs: cut, color, clarity, and carat. Look for a high-quality diamond. An excellent cut diamond can be more important than the diamond’s carat weight. Starting with the diamond gives you more control over your budget and priorities.

Design or choose your setting. Work with your jeweler to select or customize a setting to perfectly fit the gemstone. CAD designs and production will begin here for a custom ring.

3 - 4 Weeks Before the Proposal

Production phase: the ring is cast, set, polished, and inspected. If needed, you’ll approve renderings or wax models before final production. 

1 - 2 Weeks Before the Proposal

Final ring pickup. Try on the ring, confirm the fit, and ask about maintenance and resizing if the ring size needs to be adjusted. You’ll be ready to propose with confidence.

Questions to Ask Your Jeweler

Whether you’re shopping during a sale or not, asking the right questions ensures you're making a smart purchase.

About the Diamond:

  • Is the diamond certified (GIA, AGS, or IGI)?

  • Are there visible inclusions or treatments?

  • Is it a natural diamond or a lab-grown diamond?

  • Has the diamond been treated or enhanced?

  • What are its exact measurements and proportions?

About the Engagement Ring Setting:

  • Will this setting securely fit my chosen diamond?

  • Can the design be customized for precious metal type, prong style?

  • Will the setting design complement the diamond proportions?

  • Is the setting included in the listed price?

  • Can the ring be resized later?

About Pricing, Policies, Protection, and Warranties:

  • Is the price negotiable?

  • What cleaning or maintenance services are included?

  • What is your exchange or return policy?

  • Do you provide appraisals or warranties?

  • Do you offer financing or layaway?

The Perfect Time is When You’re Ready

Seasonal sales can offer small discounts, but the truth is: there’s no wrong time to buy an engagement ring when you shop with a jeweler you trust.

At The Estate Watch & Jewelry Co., we’re here year-round to guide you through every step. From selecting a diamond to customizing the perfect setting. We want to ensure that you will get a beautiful dream ring and wedding bands at a fair price, whenever you’re ready to take that next step. Come in person to see our extensive fine jewelry collection. Our professionals are waiting to help you find or create your perfect engagement ring.

Written by Jill Edwards