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The diamond’s promise is the essence of what makes it\u00a0so special to consumers. The promise is at the heart of every diamond purchase and is what sets diamonds apart from other luxury goods. A diamond has meaning; it conveys emotion\u00a0and is a symbol of love, elegance, beauty, and wealth. The diamond, because\u00a0of its physical nature,\u00a0stands for\u00a0eternity, purity and innocence. When proffered, it expresses commitment, faithfulness, and\u00a0trust. Delight and entertain your customers with these concepts and further garner their confidence in their purchase.<\/p>\n
A diamond is made entirely from pure carbon, the foundational element of life, and\u00a0the hardest naturally occurring substance\u00a0found on Earth. The word “diamond” is derived from the Greek word \u201cadamas,” which means “unconquerable” \u2013 a reference to the diamond’s unique hardness. This remarkable characteristic influenced the belief that diamonds are a gift from the gods, and that they impart strength, happiness, and longevity to their owner.<\/p>\n
George Frederick Kunz, in his 1912 book, “The Curious Lore of Precious Stones,” writes, “A legend claims the God of Mines called his courtiers to bring together all the world\u2019s known gems: Rubies, Sapphires, Emeralds, etc., and he found them to be of all tints and colors and varying hardnesses. He took one of each and crushed them; he compounded them together, and declared, ‘Let this be something that will combine the beauty of all.’ He spoke, and lo, the Diamond was born\u2026pure as a dewdrop and invincible in hardness. Yet when its ray is resolved in the spectrum, it displays all the colors of the gems from which it was made.”<\/p>\n
We tend to think of diamonds as having always and only signified romance; however, diamonds were not always just a promise of true love.<\/p>\n
In Ancient Rome, they stood for courage, strength, and invincibility. Diamonds were known to and worn by the Romans. They were highly prized as ring stones. Furthermore, the 1922 book, “The Book of Talismans, Amulets and Zodiacal Gems” states, “The Romans also regarded the diamond with much reverence, fastening it upon the left arm so that the gem should touch the flesh, believing it powerful in making its wearer brave and daring, giving him the victory over his enemies; and when set in fine steel, was considered a charm against insanity.<\/p>\n
In the Dark Ages, diamonds were also a promise of good health, as they were used for medicinal purposes. They were added to potions or\u00a0given whole to the ill to consume.\u00a0Often,\u00a0those wounded or suffering illness\u00a0were told to\u00a0hold a diamond in the hand and make a sign of the cross for healing. Even today there is a\u00a0belief in the promise of a diamond’s healing properties. Some purport that adding rough diamond elixir to bathwater is effective\u00a0for counteracting exhaustion. Others believe that raw diamond crystals bring clarity of energy to the individual body parts that they touch, and faceted diamonds infuse one’s\u00a0aura with a full-spectrum of light for strengthening and cleansing.<\/p>\n
It was in the late Victorian Age that\u00a0diamonds in jewelry became a common promise of status. Diamond jewelry was\u00a0used for formal occasions, in the royal court and at state affairs.\u00a0Rapaport Magazine article,\u00a0The Dazzle of Victorian Diamonds<\/a>, states\u00a0that diamonds rose in popularity\u00a0during the late Victorian Age\u00a0due to the\u00a0growth of and proximity to diamond mining. “Nineteenth\u2013century England had a ‘royal’ connection to the diamond mines of the day, first from India and then, in 1867, from South Africa. It\u2019s why there were a lot of diamonds in the jewelry of the late Victorian era. The British Empire controlled India, South Africa and Australia, and that\u2019s where all the diamonds were coming from.\u201d<\/p>\n More recent\u00a0associations with diamonds go deep. The promise of a diamond\u00a0has come to represent\u00a0profound\u00a0human emotion. Love, commitment, and romance are some of the first words that enter the\u00a0mind when we think of a diamond. In a 2011 interview between Kim Kardashian and Elizabeth Taylor for\u00a0Harper\u2019s Bazaar<\/a>, Taylor said regarding her famous and very large diamond rings and rocky relationships; \u201cSize does matter, but so does the size of the emotion behind it.\u201d<\/p>\n The diamond promise is also related to its unique\u00a0physical strength and clarity. Because of this, the diamond also symbolizes power, brilliance, and matchless beauty. Diamonds represent a promise of forever.<\/p>\n Today, diamonds are an integral feature of\u00a0the\u00a0engagement ring,\u00a0<\/em>mainly due to the 1947 DeBeers ad campaign \u201cA Diamond is Forever.\u201d The significance of the slogan\u00a0is in the implied concept\u00a0that just as a diamond is dear, solid, resilient and lasts forever, so too is the commitment of a groom to his fianc\u00e9e. A diamond’s purity and sparkle have become symbols of the depth of commitment between lovers.<\/p>\n DeBeers followed up this piece of marketing with the suggestion that consumers cherish their diamond jewelry as family heirlooms, and so people began to hand down their diamond jewelry to their children and grandchildren, along with the stories of whom they were gifted from and to, further reinforcing the idea that diamonds are to be treasured forever as a link to past generations.<\/p>\n![\"Diamond](\"https:\/\/info.rapaport.com\/trade\/hs-fs\/hubfs\/Blog_Images\/Diamond-is-forever.jpg?width=320&name=Diamond-is-forever.jpg\" "\\"\\"")
<\/h3>\nMarketing the Promise<\/h3>\n
Selling the Promise<\/h3>\n