Traditionally , wedding jewellery has consisted of the wedding ring and little else. In the last ten years there has been a movement in retail jewellery towards more accessories on the big day and there has been a greater investment in jewellery of all kinds - even with men.

Women now seem to be moving away from plain wedding bands towards stone-set rings. Simple is out and sparkle is in. Even men are becoming more daring with their rings. A recent survey in the UK found that a quarter of grooms would consider wearing a diamond wedding ring. Men are becoming more design focused and have realised that they don't have to take just what their wife-to-be wants.

Another recent trend is for the jewellery to be included in the wedding budget and for a much wider range of jewellery than just the traditional ring. Tiaras are becoming more commonplace , with matching earrings and bracelets. As a jewellery company , we have noticed a much greater demand for tiaras and head dresses in the past few years. Some of the designs women want are very traditional , perhaps in the style of royalty in the past. Perhaps the girls want to be a princess on their big day. Another big trend here is for "fascinators" which tend to be feathery creations , perhaps with a few crystals and worn mainly by the mother and female relatives of the bride. Bridesmaids too , have not been forgotten and there is now a whole new niche market in dainty bridesmaids' jewellery. But whatever the jewellery , most women are looking for classic , understated designs that complement , rather than overwhelm the simple wedding dress.

One difficulty for retailers has been persuading customers to spend money on jewellery such as a tiara which might only be worn for a day. Some retailers have responded by offering to take back intricate pieces after the wedding and have the stones re-set into a completely new piece that they can wear every day.

One thing , however that does not change is colour. Most brides still wear white dresses and so the jewellery has to be pearl or crystal based to complement it. However , the big trends in colour in wedding jewellery have been in the bridesmaid's outfits and jewellery. Black bridesmaids' dresses are becoming more popular and need more dramatic jewellery to complement the look. Whereas brides will choose white or ivory pearls for themselves , they will choose coloured pearls or crystals for the bridesmaid.

Where the ring may be bought by the groom , what does the bride-to-be buy? According to the same UK survey mentioned earlier , 62 will buy a necklace or tiara.

So how are retailers responding to these trends? Increasingly , retailers are setting up separate bridal web sites. The more up-market retailers are offering incentives such as a table and a complimentary bottle of champagne in a Michelin-starred restaurant if you place an order with them!