Zoe Sugg's Oval Engagement Ring: The Look, The Details, and How to Get It With a Lab Grown Diamond

If you've spent any time on the internet in the last decade, you'll know that a Zoella and Alfie's engagement was always going to break the internet. And break it, it did.

Zoe Sugg and Alfie Deyes announced their engagement last week via an Instagram video filmed on holiday in Mykonos, Greece, and honestly the whole thing is every bit as lovely as you'd hope. Ten years together, a house, their daughter Ottilie, a second baby on the way, and now a ring. 

Naturally, as a jewellery brand who spends an inordinate amount of time thinking about diamonds, we have Thoughts about the ring. Lots of them.

Zoe and Alfie have been together since 2013, and for a large chunk of the internet, they are basically the original couple goals. They built their careers on YouTube simultaneously, gave their audiences a front row seat to their relationship, and somehow managed to keep things genuinely sweet despite being under a microscope for the better part of a decade.

In 2021, they welcomed their daughter Ottilie, and earlier this year announced that baby number two was on the way. Last week, on a family holiday marking ten years since they first visited Mykonos together, Alfie chose a quiet moment (just the two of them, plus bump) and proposed.

Fans, predictably, lost their minds. In the best possible way.

The Proposal

The setting was Mykonos, which holds real sentimental significance for them as the destination they first visited together ten years ago. Alfie clearly did his homework on the romance front. Crystal clear waters, golden hour light, a decade of memories, and a ring. 

They celebrated with family before sharing the news online, and the response from their community was exactly as warm and enthusiastic as you'd expect from people who've been watching this love story unfold since 2013.

The Ring

Now, Let's Talk About the Ring

Alfie went for an oval cut diamond solitaire set on a slim yellow gold band with contemporary talon claws. It is, in a word, gorgeous. Classic and clean, with just enough elegance to feel timeless rather than trendy.

Oval cuts are having a serious moment right now, and it's not hard to see why. They have a deep, rich sparkle, they're incredibly flattering on the finger (they create the illusion of length, which is not nothing), and they sit beautifully in a solitaire setting without needing much else around them to make an impact. Zoe's ring is very similar in style to Molly Mae's, which tells you everything you need to know about where engagement ring trends are sitting right now.

As we write this in late 2023, our five best selling engagement rings at Ethica Diamonds are all oval cuts. We're not even slightly surprised.

Oval cuts, lab grown diamonds, yellow gold settings: if you want to know what brides are choosing right now, this is it.

The Thoughtful Details That Make It Extra Special

In a YouTube video, Alfie revealed that he designed the ring himself with a jeweller in Brighton, which is very sweet and also explains how he kept it secret for so long. He set up a brand new email address purely for jeweller communications. That is either very romantic or very extra, and we think it's both.

The ring has a hidden halo of ten diamonds inside the setting, representing the ten years they've been together. He also had Ottilie's birthstone and baby number two's birthstone set inside the band.

These kinds of personalised details are something we absolutely love at Ethica Diamonds, and it's something we can do too. Birthstones set inside the band, engraving, hidden details that only the wearer knows about. It adds a layer of meaning that makes a beautiful ring genuinely irreplaceable.

Zoe's verdict? "Perfect, there's absolutely nothing I would change." Given that Alfie figured out her ring size by finding a photo of her wearing a ring on that finger and measuring it, we think he deserves full marks for effort.

What Would Zoe's Ring Cost?

Zoe's diamond is estimated to be around 4 carats. For a mined diamond of that size with excellent grading, you'd typically be looking at anywhere between £25,000 and £135,000. That is quite the range, and quite the budget.

A 4 carat lab grown diamond with excellent grading, on the other hand, would come in at roughly £6,000 to £12,000. Same visual impact. Same fire and brilliance. Significantly less financial trauma.

Get the Look: Our Sira Ring

If Zoe's ring has caught your eye (and we'd be surprised if it hasn't), we'd point you straight to our Sira design.

The Sira features a slim, rounded band with a contemporary four talon claw setting that lets the oval diamond take centre stage. There's a subtle hidden halo around the setting for a touch of glamour that doesn't shout, and the overall effect is exactly the kind of understated elegance that Zoe's ring embodies so beautifully.

Here's what setting the Sira would cost with different stones:

• With a well graded lab grown diamond: approximately £7,500 to £12,000, depending on colour and clarity
• With a 4ct Ethica Diamond (our signature moissanite): £6,450

Both options are independently certified, ethically sourced, and strikingly beautiful. If you'd like to know more about the difference between Lab Grown Diamonds and Moissanite pages have everything you need.

We can also set birthstones inside the band or add engraving, just like Alfie did. Get in touch and we'll talk you through the options.

Our Oval Solitaire | The Sira Ring

Why Oval Cuts Are Dominating Right Now

Oval cuts have quietly become the engagement ring stone shape of the moment, and Zoella's ring is just the latest high profile example. Here's why so many people are choosing them:

• They appear larger than a round brilliant of the same carat weight, which is excellent news for your budget.
• The elongated shape is genuinely flattering on the hand, making fingers look longer and more slender.
• They have a brilliant cut facet pattern, which means extraordinary sparkle and fire.
• They sit beautifully in both minimal solitaire settings and more detailed designs.

If you've been sitting on the fence about oval versus round, consider this your sign.

A Note on Personalisation

One of the things Alfie's ring design highlights is how much meaning you can pack into a piece of jewellery beyond just the stone and the setting. The hidden halo of ten diamonds, the birthstones, the engraved band: none of those things are visible at first glance, but they make the ring tell a story.

At Ethica Diamonds in Newquay, personalisation is something we genuinely love doing. Whether it's birthstones, engraving, a specific metal, or a detail that means something only to the two of you, we're here for all of it. These are the details that turn a beautiful ring into an heirloom.

Congratulations, Zoe and Alfie

Ten years, two babies, one ring and a very impressive secret email address. We couldn't be happier for them, and we suspect their wedding content is going to be something rather special.

If their engagement has inspired you to start thinking about rings of your own, you know where we are. We're based in Newquay, Cornwall, we ship across the UK, and we absolutely love talking about oval diamonds.

Shop oval engagement rings at Ethica Diamonds →

Browse our full collection of lab grown diamond and Ethica Diamond engagement rings at ethicadiamonds.com, or get in touch to discuss a bespoke design.

We also love the idea of setting birthstones inside the band. This is something we’ve done before and can accommodate upon request, as well as engraving.The recent engagement of Zoe Sugg and Alfie Deyes has sent waves of joy and excitement throughout their online community. As two influential figures in the world of social media, their love story has resonated with millions of fans who have followed their journey from the beginning. We wish them a lifetime of happiness!