The Rise of the Man-gagement Ring
On a clear day in Laguna Niguel, California, Anthony Franco and Shawna Stewart stood together at the altar, surrounded by 40 family members and friends. It was a traditional ceremony: The two Colorado natives smiled in a sea of purple and white, Franco’s lilac tie matching the strapless dresses of Stewart’s five bridesmaids. Sunlight bounced off of the round brilliant-cut diamond on her left hand. But one small detail set their ceremony apart from others. When the time came to exchange wedding bands with one another, Franco was already wearing a ring.
According to a recent survey by XO Group Inc.—parent company of leading wedding Web site The Knot—5 percent of engaged men are wearing mangagement rings. It’s difficult to pinpoint the origin of this little-known piece of jewelry, but it certainly predates the 21st century. Vicki Howard, author of Brides, Inc: American Weddings and the Business of Tradition and an associate professor of history at Hartwick University in New York, spent hours poring over jewelry trade magazines to trace the history of what the industry calls the “mangagement ring.”
In 1926, jewelers tried to popularize the concept, but to no avail. Companies like L. Bamburger & Co., a large department store later rebranded as Macy’s, joined together for a cooperative advertising campaign. The ads, which ran in East Coast newspapers, featured black and white photos of a man’s left hand, a cigarette resting between the first two fingers and a large rock flashing on the fourth. The rings even had ultra-macho names: the Pilot, the Stag, the Master. But these campaigns were unable to overcome the ingrained femininity of the symbol, and the movement flopped.
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