Gen Z, Darry Rings, and Love in the Era of Overconsumption

Gen Z is opting for promise rings instead of engagement rings.

TL;DR

The cultural landscape of 2024 is defined by an abundance of choices, from relationships to shopping. But is that changing the way we love?

Navigating a tough economy, endless choices from dating apps, and the rise of situationships complicate romantic connections for Gen Z.

The Darry ring, a gimmicky promise ring with strict purchasing limits, plays on Gen Z's desires for commitment, but also raises questions about the commodification of love in the digital age.

What do relationships look like in 2024?

It's no secret that Gen Z is having a tough time in love. There’s no shortage of factors to point a blaming finger at - our trash economy and depressing financial outlook for new adults navigating the workplace and housing market; the paralyzing illusion of endless choice leveraged by dating apps built to keep us swiping in search of the next best thing; and (what I consider the final nail in the coffin) the invention of the situationship. And if "invention" seems too generous, let’s note that before Gen Z hit the dating pool, new words to describe the latest iterations of commitment-phobia weren’t dropping into the social lexicon every other week.

To be fair, if there's anything that describes the cultural landscape of 2024, it’s overwhelming choice - whether in our romantic lives, down digital shopping aisles, or on our screens while we parse out what to watch during dinner. No aspect of our culture has been left untouched by overconsumption. We are a generation that loves individualism and self-expression, and the world has met that with endless options literally placed at our fingertips to swipe through. A privilege, to be sure - but also, undeniably overstimulating. It’s no wonder we have commitment issues; I mean, can you really blame a girl for playing Goldilocks? 

While Gen Z might be ever in search of an option that fits justtttttt right, we are also doing the work to deconstruct the traditional conventions surrounding personal relationships. These past few years, we’ve incited cultural conversation about community building and third spaces, family and authentic connections with the people around us. We may be finicky about labels, but we are passionate about people, and at the end of the day, do desire to be locked in with our chosen family.

Darry Rings

So, the thing is, there isn't actually anything too special about the Darry ring. The materials used aren’t particularly high quality, nor do the designs break any conventions. But unlike its competitors, this brand knew how to corner its target demographic; meaning, their marketing managed to snag Gen Z’s attention and cash in on it.  

The jewelry brand’s whole ‘thing’ consists of a gimmicky take on the traditional promise ring. The purchaser is only allowed to buy one ring in their lifetime; The Darry ring website requires you to input your email and ID to ensure the integrity of that promise. Aside from that,  their brand also states a commitment to using exclusively conflict-free natural diamonds, appealing to Gen Zers conscious of where their purchases come from. 

The Secret Sauce

Why does this work so well?  Well, Gen Z is increasingly having more conversations about the importance of significant relationships beyond romance. Darry rings challenge the traditional narrative around who buys the ring and who receives it, allowing us to define what commitment looks like outside of outdated conventions. It’s a token of affection for the new age, wherein we embrace diverse forms of love and all the people who give it.

However, there is a degree to which Darry rings feed into the grand gesturing of romance primed for social media, where love is performed and commodified. Surely there is something undeniably hyper-consumerist about the idea that commitment can be packaged as a product (no matter how clever the marketing around it may be). In a world where the pursuit of true love becomes increasingly more difficult, there is a pervasive push towards the idea that it may be easier to just buy it, manufacturing meaning with sales gimmicks.