Rumor has it diamonds are a girl’s best friend, but have they always held such status in the eye of the beholder? While it’s true the durability, beauty, rarity and strength of the diamond make it appealing, it also stands as the ultimate symbol of love passion, elegance and glamour.
For centuries, only the wealthiest were able to own diamonds, increasing their status symbol among the rich. In today’s society, diamonds are much more accessible, broadening their appeal for the masses. Even today, however diamonds have saturated the global market, they are viewed as status symbols; the cut and quality of the diamond demonstrating investment made.
This widespread appeal was sparked by the innovative marketing strategy launched by De Beers in the 1930s. This campaign elevated the diamond from the focal point on engagement and wedding rings to the gem of status among those in the public eye. This campaign included the presentation of diamonds to Hollywood starlets, photo shoots and movie productions, asking that the jewels be included in photo opportunities, cover layouts and movie scenes.
In 1947, the same company launched the “A Diamond is Forever” campaign that is still well and alive today, demonstrating the eternal status of love and social placement the diamond represents. While these marketing campaigns launched a whole new home for diamonds among jewelry lovers everywhere – married or not – they also unwittingly created another social platform for establishing status for years to come.
In today’s materialistic society, the classes are not as clearly defined as they once were in previous generations. When De Beers launched their first campaign, cars were not owned by nearly every citizen in an urban area; clothing was not piling up at second hand stores; and flat screen televisions weren’t even a figment of anyone’s imagination.
Today, the possessions of the middle class easily emulate those of the rich, making it more difficult to clearly identify social status. When diamonds enter the picture, however, they are able to take the similarities and separate the two. Diamonds remain today one of the most distinguishable status symbols available, found in mother-baby diamond tennis bracelet sets, 4 carat emerald cut right-hand rings and even the man’s diamond stud earrings.
Each of these items can be considered a symbol of the individual’s status in society, business and life. Many will view their diamond purchase and ownership as a demonstration of success, proof they have arrived into a status that most only dream of and never achieve. Diamonds represent a brilliant beauty that can have no bounds when money is no object.
No matter what the intention is for the purchase of the diamond, the selection of shape, cut and colour depends greatly upon the status it is meant to project. Diamonds truly are a girl’s best friend and a status symbol of love, wealth and happiness. The beauty is that the wearer of the piece gets to decide just what he or she wishing to communicate.
Sam Kritsotakis
Eskae Jeweller – Your Private Jeweller
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