In 1947, the De Beers Corporation came up with a heretofore unique campaign slogan: “Diamonds are forever.” This nicely summed up their marketing philosophy that with a diamond ring, you can solidify an eternal bond to your betrothed.
A diamond is forever = it symbolizes your undying love.
A diamond is forever = it will stay in your family for countless generations.
A diamond is forever = it is literally unbreakable.
As the decades have passed by, and while many people still have these messages deeply ingrained in their brains, diamonds have lost a bit of their luster. A variety of factors could be responsible for this: from the fact that divorce rates have seen an overall increase, to people becoming more prudent with their finances, to the desire for some to express their individuality by breaking away from the norm. Here we take a look at what specifically has contributed to the slight fall of diamonds from grace.
As much as any ad campaign can have long-lasting, staying power, all commercial concepts eventually come to an end. The cigarette companies enjoyed quite the heyday of unrestricted, unfettered campaigns, all with people puffing up a storm. Now you will be hard pressed to find an ad that shows someone actually smoking. While alcohol companies still churn out ostensibly fun filled advertisements, they often come with seemingly mandatory warnings tacked on at the end: “Drink responsibly.” As times have become increasingly cynical in one way, and simply more honest in others, equating spending 3 months salary with a holy union just might not seem as logical or mandatory as in the past.
With a huge rise in divorce rates in the 1970’s, the overall concept of marriage became a little deflated. While the 80’s saw a definitive plateauing in marriages dissolving, the collective consciousness has since been aware that things just are not as they once were.
How has this affected the diamond industry? Despite our cultural cognizance of the potentially fleeting aspect of modern marriage, diamond engagement rings are still number #1. But that is not to say there aren’t alternatives. Since the 1950’s (when diamonds became synonymous with marriage proposals), an amethyst, moonstone or garnet engagement ring was unheard of. Yet today, people relish in the fact that they can ostentatiously showcase their individuality with a virtual rainbow of stone options (ironically, this is how things were before De Beers let loose their wildly successful mid-20th century campaign). For those who still love to express their overt opulence with their jewelry, there are the three other precious stones (which can cost as much as diamonds) to feature in a ring. Ruby, sapphire or emerald: all blatantly signify that there is a ton of money resting on one’s finger.
Further straying from the diamond ring paradigm, the truly daring have even crafted rings that don’t have ANY stones at all. Intriguing designs that highlight a ring’s metal have emerged; these satisfy those who just don’t want anything to do with gems in the slightest.
As diamonds have somewhat been knocked off of the pedestal that they once reigned supremely from, the way in which they are treated after the engagement is long over has changed as well. For instance, after a divorce, a diamond engagement ring just doesn’t have the same symbolic brilliance. People often have few qualms with selling these rings once the uncoupling has officially taken place. Why let a diamond ring sit at the bottom of a dusty jewelry box when it can be converted into money to be used for tangible, useful things? One may want to hold on to a diamond for purely sentimental reasons – but it’s nice to know that there are options out there. Diamond Lighthouse specializes in taking unwanted diamonds from out of the jewelry box and into the light of day to be sold. Find out here how you can sell your diamond for the absolute, undisputed, highest amount possible.
Diamonds really don’t have to be forever – not when your happiness is concerned.