The emerald-cut diamond, in all of its hot, white engagement-ring splendor, has some sparkling new competition this wedding season.
Colored stones, art deco rings inspired by vintage pieces, and glitzy halo settings are giving the once-coveted classic a run for its money.
"We are seeing a lot of new trends emerging in the diamond industry," said Harvey Rovinsky, president of Philadelphia-based Bernie Robbins.
"Rounded and square diamonds are by far still the most popular shape, but brides are being influenced by celebrities. We are seeing a subtle shift."
Kate Middleton's 12- carat sapphire engagement ring has motivated couples to consider colored gems.
"As soon as she wore that ring, it became a popular stone," Rovinsky said of the blue bauble that belonged to Princess Diana.
Yellow diamonds like the ones worn by Kelly Clarkson, Paris Hilton, and Adele also are popular options. And thanks to Pantone's naming emerald the color of the year, couples are going with green stones. Halle Berry's engagement ring from fiance Olivier Martinez is an emerald and diamond Robert Mazlo.
Our obsession with the Roaring Twenties has trickled down to baubles. Tiffany's Great Gatsby collection is based on the sparkling diamonds showcased in the movie. One of the most popular looks from the era is a thin twisted band that creates a lace effect, Rovinsky said. Twisted eternity bands are popular, too.
The style lends itself to both colored stones and white diamonds. Actresses Emily Blunt and Jessica Biel have made the heirloom look trendy.
"Vintage rings are giving off a lot of red-carpet buzz," said Rovinsky, who is traveling to Las Vegas this week for an industry trade show with a vintage theme. "Deco is really starting to fly."
Halo rings, named after the halo of small, micro-pavé diamonds that surround the main diamond, are a new take on the solitaire.
Thanks to Khloe Kardashian, Jennifer Garner, and Natalie Portman, the style, which is both modern and classic, is a favorite of the Hollywood it girl.
"It's a relatively new concept," Rovinsky said. "It takes any size diamond and enhances it to make it look much larger."
And for many brides-to-be, there is no such thing as a diamond that's too big.