The news of the engagement between superstar Taylor Swift and American football player Travis Kelce not only revolutionized the Internet, but also unleashed a phenomenon in the world of jewelry. The so-called “Swift Effect” is taking hold, driving a massive trend toward vintage-cut diamonds, specifically the “old mine cut” style that features her signature engagement ring. Kelce sourced the gorgeous ring from Kindred Lubeck, designer and founder of Artifex Fine Jewelry. Together, they came up with a romantic design that, within 24 hours, became the most talked-about gem of all. Tom Moses, executive vice president and director of laboratory and research at the Gemological Institute of America, told PEOPLE that stones in this category date back to the 19th century, “when every diamond had to be shaped entirely by hand,” he said. Other experts also say the impact was immediate and overwhelming. Laura Taylor of Lorel Diamonds told Page Six that after the ad went viral, searches for old mine cut diamonds increased by a staggering 10,000 percent overnight.

The style instantly became the most searched-for diamond cut of the month, surpassing the second-most popular choice (cushion cut) by 170 percent and the third-most popular (emerald cut) by 427 percent.

Why is the vintage effect so popular?

Hand-cut and popular in the 18th and 19th centuries, old mine cut diamonds are characterized by their unique shapes with rounded corners and thick facets. Its main appeal is that no two pieces are alike, giving each piece a unique character and story.

Laura Taylor told Page Six that this vintage trend was already gaining popularity, with vintage-inspired designs from jewelers like Jessica McCormack being worn by celebrities like Zendaya and Zoe Kravitz. “I think Taylor’s ring will take it a step further,” she said.

Unlike modern cuts that prioritize clarity and maximum brilliance, vintage cuts can appear “darker or a little off” to the contemporary eye.

However, Taylor noted that this is part of their charm and makes them a perfect choice for Swift: “She’s always tended toward a more romantic, vintage way of doing things, like her handwritten letters, so a hand-cut ring feels very her.”

The expert even suggested that it’s very possible the singer indicated her preference for this specific cut to Travis Kelce beforehand.

Swift and Kelce announced their engagement in a way as unique as her ring, with the message: “Your English teacher and your gym teacher are getting married.”

The relationship, which began in the summer of 2023 after Kelce unsuccessfully attempted to slip Swift his number on her Eras Tour in Kansas City, has been very public. Since then, they've been inseparable, supporting each other in their respective careers: she at their games and Super Bowls, and he on his world tour dates, even making a cameo on stage in London.