Sign in to your account here
Every engagement ring customer wants a piece they'll love for a lifetime. Choosing between a bezel setting and a claw setting is often one of the biggest jewellery decisions they'll make, yet few customers arrive knowing which is right for them.
That's where knowledgeable retailers stand out. Understanding the technical difference between the settings is one thing. Recognising which customers are naturally drawn to them is what builds trust, strengthens sales, and helps every customer leave confident in their choice.
Here's what your customers really want to know about bezel and claw settings, and how to help each one find their perfect ring.
Bezel Settings
Widely considered one of the earliest ring settings in jewellery history, the bezel has earned its place in fine jewellery for a good reason. Defined by a continuous rim of metal that surrounds the centre stone, a bezel setting holds the diamond securely while protecting its edges from everyday knocks. Also known as a rubover, it has become a favourite for customers seeking durability without compromising on style.
Despite their minimalist appearance, bezel settings are remarkably versatile, making this a key point for retailers to communicate. They complement almost every diamond shape and size while offering the clean, architectural aesthetic that continues to resonate. One popular bezel variation is the demi-bezel, which surrounds only half of the stone while retaining many of the protective benefits customers value.
Bezel settings typically appeal to two types of customer. The first is design-led, drawn to clean lines, understated luxury and contemporary styling. The second prioritises practicality, whether they lead an active lifestyle, work with their hands, or simply want greater protection for their ring. Although their motivations differ, both are looking for a piece designed to be worn every day and enjoyed for years to come.
Claw Settings
Claw-set styles remain a classic engagement ring setting, recognised and admired across generations. Delicate metal claws, also known as prongs, extend from the band to securely hold the centre stone, leaving much of the diamond visible. By lifting the diamond and allowing light to enter from multiple angles, the setting maximises sparkle, creating the timeless look many customers associate with a traditional engagement ring.
This style appeals to customers who want their diamond to take centre stage. Its open setting creates an elegant profile, with the centre stone appearing to float above the band, drawing attention to its shape and brilliance. Many also appreciate that claw settings typically require less precious metal than a full bezel, allowing more of the overall spend to be directed towards diamond size or quality.
The character of a claw-set ring can vary considerably depending on the shape and style of the claws themselves. Talon claws, with their elongated, pointed profile, create a bolder, more distinctive finish while securely holding the stone. Traditionally associated with larger centre stones, they have grown in popularity in recent years, increasingly favoured for the elegant yet striking detail they bring to a range of diamond shapes and sizes. Round claws offer a softer, more understated finish, sitting neatly against the diamond to keep the focus on the centre stone, while other variations, including petite and double claws, provide further ways to personalise the setting and influence the overall look of the ring.
When recommending this style, retailers should also explain the practical considerations. The exposed claws can be more susceptible to catching on clothing and may require occasional maintenance to ensure they remain secure over time. Setting these expectations helps customers feel confident, make an informed choice, and find a ring that best reflects their priorities.
Two Settings, One Complete Offering
Customers may ask which setting is better, but the real question is which setting is right for them. The most successful retailers recognise this early in the conversation, asking the questions that reveal whether security, practicality, sparkle or timeless style matters most. That ability to translate product knowledge into personalised recommendations strengthens every sale and creates customers who return for future milestones.
Please see our Privacy & Terms to understand how we use your personal data. By submitting this form you're agreeing to receiving marketing communications from Weston Beamor. Please note, you can unsubscribe at any time.
© 2026 WB the Creative Jewellery Group
