We have all heard of the quote, “Diamonds are a Girl’s Best Friend” but did you know that this was simply one slogan to the most successful marketing campaign of all time?

DeBeers, the world’s major diamond producer wanted to sell more diamonds so they came up with a major marketing campaign that sold us on diamond engagement rings and diamond solitaires for wedding rings and how all of this was part of our Anglo-Saxon heritage and tradition.

They even came up with the idea that the guide to how much you should spend on an engagement ring was three months pay – get this straight, they just came up with that idea and painted it as a tradition and the modern consumer market lapped it right up.

The truth is you do not need to spend a small fortune on an engagement ring nor on a wedding ring, and certainly it does not have to be a diamond.  Many women actually prefer an alternative to diamonds and it is not unusual to see other precious gems being used instead of them.  Even better, modern technology has given us man-made diamonds which are far cheaper and also have an added bonus not usually associated with diamonds and jewelry manufacture – they are eco-friendly!

Man-made diamonds are indistinguishable from naturally occurring diamonds, and sometimes they perform even better in certain diamond tests because imperfections and flaws can be removed by the production process.

Moissanite is an example of artificial diamond which cannot be readily distinguished from naturally occurring diamonds – so good is it, that a special piece of machinery had to be developed just to be able to tell the two apart.  In terms of the qualities which really count in a piece of jewelry – the brilliance, fire and luster – moissanite is better than diamond while it is only marginally less harder than diamond itself.  A major factor which does differentiate the two is that moissanite is far less expensive compared to real diamonds and yet, a jeweler would not be able to tell the two apart!

Another alternative to real diamonds is cubic zirconia, which is the crystal form of zirconium dioxide – a synthetic material which is very durable and has a very close appearance to diamond.  It is very cheap to make in comparison to a diamond and lends itself to being cut and shaped into glittering gemstones.  Since the mid-seventies it has been the most commonly used diamond-alternative but with the development of moissanite it now has competition.

Using real diamonds may be what you wish to have in your rings but there is nothing in wedding tradition that says this is how it has to be.  Getting engaged and married is a very expensive exercise and many couples end up deep in debt as a result of their marriage and wedding expenses – it is not a good start to married life to be saddled with debt!  You can ensure you have the same look and feel as real diamonds by using an alternative so don’t be railroaded into the marketing trap that “Diamonds are Forever!”

By Jill Renee

Diamond Advice

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Although facts pertaining to the actual time and receipt of the first engagement ring are not clear, it is believed that history will show that betrothals, even as far back as the late 1400’s, were usually marked by the giving of a ring of some kind. It is said that the custom of presenting a diamond ring as a symbol of serious intent, may have originated in Europe, when Archduke Maximilian of Hamburg chose this approach to seal the deal with Mary of Burgundy. No doubt, the thrilled look on her face, may have prompted other well-to-do nobles and wealthy onlookers, to follow this pioneering trend setter and do the same. Since diamonds are among the strongest and most heat resistant minerals in existence, it would only seem appropriate that such a serious proposal of marriage be represented with a gem of like substance. Just think: If not for his innovative thinking, she may have gotten a horse and buggy!

As time progressed, trends changed. Before the late 1800’s diamonds had been extremely rare. However, in the 19th century, diamonds became more abundant, with most of them coming from South Africa. Along with abundance, came affordability, (as well as availability) and so many who previously were not able to obtain them, soon discovered that it was well within reach, to grasp a shining star of their very own. And so they did.

This fact did not go unnoticed ; and so as the 20th century rolled around, the diamond supply originating from South Africa, began to come under the control of De Beers, the industry leader. In time, around 1947, De Beers began an aggressive and effective diamond marketing campaign. Not long afterwards, Hollywood began to pick up on the glamorous trend. Stars such as Marilyn Monroe and Jane Russell soon propelled diamond popularity to new heights, and before long, almost every single lady involved in a committed relationship, wanted a diamond engagement ring of her very own.

However, regardless of history or marketing, it can be said that diamonds have remained gorgeous throughout the ages; and that a diamond engagement ring still remains the ultimate symbol of  love and new beginnings.

Diamond Advice

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The selection of an engagement ring is usually an emotional choice. Once selected and presented , the engagement ring immediately becomes an important component of the couple’s sentimental package, as well as a thing to talk about for the years to come. Because of its becoming a part of the ongoing legacy, a poor ring selection would be difficult to return or exchange. This is why care should be taken when selecting an engagement ring, symbolizing this most important step in a personal relationship. While budget and personal choice are major factors in the selection, the ever important 4Cs, cut, color, carat and clarity, should still be kept in mind prior to making a diamond selection.

Along with budget considerations, the personality of the intended recipient will also need to be considered. Keep in mind that the selected engagement ring is to become part of the bride’s permanent jewelry collection and that, while it may not be a reflection of the relationship, it is a direct reflection of the taste and personality of the giver. Diamond engagement rings are available in many styles and cuts.

While the tasteful, single round solitaires are still a “safe” choice, the availability of other styles are very much worth considering. A single solitaire does not necessarily have to be round any more. One now has the flexibility to make a selection from any number of cuts. Even more exciting news is that today’s diamond engagement ring no longer has to be a single solitaire. It can be surrounded by other accompanying diamonds or other complementing gems, for example sapphires or rubies. Regardless of size or configuration, a diamond engagement ring should be carefully selected, for it is, after all… a matter of the heart.

Diamond Advice

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