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Organic designs are replacing formal styles as popular items among buyers of wedding rings, one writer has observed.

Buyers of wedding rings are shunning traditional designs in favour of items that feature warm colours and unusual shapes, it has been claimed.

In an article for Diamond News, a writer known as Katy explained "formal designs are out", with organic styles growing in popularity.

Speaking to the news source, Sandro Erl of jeweller Furrer Jacot stated "new designs are narrower and more feminine", adding the trend for wider items "has stopped".

And growing numbers of couples are opting for a combination of metals, jeweller Maximilian Dieterle observed, remarking "striking surface structures" – which enable the reproduction of a tiger skin design, for example – are also seeing increasing demand.

Men who are in the market for a diamond engagement ring need to consider the four C's – cut, clarity, colour and carat – when making their choice, Scott Hannah of the Province recently noted.

He commented it is important to find a balance between the size of the diamond on the ring and its sparkle.

Wedding ring personalisation services - such as that offered by Diamond Geezer - are becoming more popular among buyers, it has been claimed.

A growing number of customers are becoming more involved with the design of their wedding ring as they seek a personalised item that is unique.

This is according to a writer known as Katy, who said in an article for Diamond News that individualisation is becoming one of the biggest areas of the jewellery industry.

"Manufacturers are aware of their customers' special requests and offer web-based configuration options allowing bridal couples to generate a preliminary design on the internet," she remarked.

Diamond Geezer is one firm that provides such a service, having recently launched a new web-based offering that features over 30,000 wedding ring options for customers – the widest range on the market.

The final design is then ready for the buyer within around seven working days, thanks to rapid-prototyping systems and CNC milling machines that can produce the items quickly.

Commenting, Regensburg-based jeweller Maximilian Dieterle explained such offerings are particularly popular among the younger generation. 

The diamond-encrusted bra that was on display at a recent New York event is a "work of art", it has been suggested.

Supermodel Adriana Lima donned the accessory – worth some $2 million (£1.3 million) – for lingerie company Victoria's Secret at a fashion show in the Big Apple, flanked by a team of security.

The Bombshell, as the bra is known, was designed in collaboration with Italian jeweller Damiani, contained more than 3,000 jewels and took over 1,500 hours to create, the Daily Mail reports.

Lima revealed her delight at having the opportunity to wear the piece of underwear, comparing it to a work of art, before adding: "I love diamonds – they're always a girl's best friend!"

The Bombshell is part of Victoria's Secret long-running Fantasy Bra line, with last year's model – the Harlequin – being worn by Marisa Miller.

However, the most expensive diamond bra designed by the company was donned by Gisele Bundchen at the 2005 event and was worth some $12.5 million.  

A new report has highlighted the importance of corporate responsibly to customers buying diamond jewellery.

Diamond jewellery retailers need to take social concerns into consideration in order to keep their customers happy in the present financial climate.

This is the conclusion of a new report from the World Jewellery Foundation, or CIBJO, which revealed the recession has altered the approach consumers take when purchasing luxury items such as diamond rings or earrings.

Author of the study and president of marketing and education at the CIBJO Jonathan Kendall noted the economic downturn has forced some firms to "axe" many non-essential element of their businesses, adding that while this is "no bad thing", it is important not to make cutbacks to corporate responsibility initiatives.

Clients are scrutinising these in greater depth in the aftermath of the recession, he stated, adding: "We are almost certain now that corporate responsibility is not just an optional extra for successful companies enjoying good times."

Last month, Professional Jeweller revealed independent firms expect sales to improve in the run-up to Christmas, following a mixed summer.