What “Custom” Actually Means in Singapore Jewellery
In Singapore, the word “custom” is used everywhere in jewellery marketing — but it rarely means the same thing from one jeweller to another. For couples searching for a truly custom engagement ring in Singapore, this ambiguity often leads to confusion, mismatched expectations, and unnecessary cost. At Diamond Ateliers, we see clients weekly who believed they were going “custom,” only to realise later they were choosing from pre-set designs with minor tweaks.
This article breaks down what “custom jewellery” actually means in the Singapore market, the different levels of customisation available, and how to tell whether you’re paying for true bespoke work or just a modified template. If you value clarity, craftsmanship, and transparency, understanding these distinctions matters.
The 3 Levels of “Custom” Jewellery in Singapore
1. Catalogue-Based Customisation (Most Common)
This is the most widespread use of the word “custom” in Singapore jewellery retail.
You start with a fixed catalogue design. You may be allowed to:
- Change the diamond size or shape
- Select a different metal (18K gold, platinum)
- Adjust ring size or engraving
While nothing is inherently wrong with this approach, it is not bespoke. The structure, proportions, and engineering of the ring remain unchanged. You are buying a pre-designed ring with cosmetic adjustments.
Many mall jewellers and international brands operate at this level.
2. Semi-Custom Design (Hybrid Model)
Semi-custom sits in the middle ground and is often marketed as “fully custom” despite clear limitations.
Here, the jeweller may:
- Modify an existing design framework
- Adjust prong style, band width, or halo layout
- Create a CAD based on an adapted template
You will usually see a CAD render before production, but the design still relies heavily on existing libraries. This offers more flexibility, but the ring is not built entirely from your brief.
For some couples, this level is sufficient — but it is important to understand what you are (and are not) paying for.
3. True Bespoke Custom Jewellery (Founder-Led)
True custom jewellery in Singapore is rare.
At this level:
- The ring starts from a blank design canvas
- Proportions are engineered around your chosen diamond
- The design is built from scratch in CAD
- No catalogue or preset is used
The process is collaborative and guided, typically led by a founder or senior designer rather than a retail sales associate. The final ring exists nowhere else.
This is how Diamond Ateliers approaches every engagement ring.
Why Many “Custom” Rings Look the Same
If you browse enough Singapore jewellers, you’ll notice repetition: identical halos, similar prongs, familiar silhouettes.
This happens because many jewellers:
- Use shared CAD libraries
- Outsource design overseas
- Optimise for speed, not individuality
True bespoke work requires in-house CAD designers, iterative prototyping, and time. Without these, “custom” becomes a marketing label rather than a design process.
Custom vs Bespoke: The Key Differences
| Aspect | Custom (Retail) | Bespoke (Diamond Ateliers) |
|---|---|---|
| Design Starting Point | Existing model | Blank canvas |
| Diamond Integration | Generic fit | Engineered to exact stone |
| Design Control | Limited | Full |
| Uniqueness | Shared | One-of-one |
Singapore Pricing: Does Custom Mean More Expensive?
Not necessarily.
In Singapore, many branded jewellers charge a premium for catalogue rings due to retail overheads and marketing costs. At Diamond Ateliers, bespoke engagement rings are often better value because:
- We specialise exclusively in lab grown diamonds
- We design and produce in-house
- There are no brand markups
For example, a 1.5ct lab grown diamond engagement ring, fully bespoke, typically ranges from SGD 6,000–8,000 depending on design complexity — often less than comparable “custom” rings from international brands.
Speak With a Founder-Led Design Team
If you want to understand what custom should mean, the best place to start is a conversation — not a catalogue.
At Diamond Ateliers, consultations are educational, transparent, and pressure-free. We’ll explain what is possible, what isn’t necessary, and how to design a ring that actually fits your priorities.
Book a private consultation in Singapore to experience what true bespoke jewellery feels like.
— Diamond Ateliers Founder Team
