Soundonsound Records

Are Diamond Engagements Eternally?

Diamond engagement rings in The Woodlands

De Beers 1st coined the marketing slogan “a diamond is forever” in 1948 and because that time it has turn out to be component in the pop culture lexicon. Nonetheless, couples seeking for diamond engagement rings in Houston these days are re-evaluating the enduring recognition of diamonds.  

Progressively, customers looking for engagement rings inside the Woodlands and somewhere else are rejecting diamonds in favor of coloured gemstones this sort of as emeralds, rubies and sapphires. This craze is especially commonplace between millennials, several of whom are much less tradition minded and even more cost aware than their predecessors.

Research from Allianz discovered that a lot of grooms-to-be have elected never to invest two to 3 months’ wage with a diamond engagement ring. As an alternative, a lot of partners are deciding on to spend their funds on useful things like scholar credit card debt fees, home loan charges as well as location holidays.

This is not to say that diamond engagement rings are a passing fad between young couples, but it’s also very clear that gemstone rings are competing for recognition. As Anusha Couttigane, a senior analyst at Kantar Retail, factors out,“there remains lots of need for solitaire diamond rings, but there have been growth in non-traditional designs which make use of a array of less costly, colored stones as well.”

So what are some of the reasons millennials are thinking about alternate options to diamond engagement rings?

Shifting tastes in engagement rings

Each era that will come of age typically insists on undertaking things differently as opposed to one that came prior to it. So as well within the case of diamonds, that happen to be witnessed by some millennials as conservative and traditional. Increasingly, more youthful partners are trying to find interesting, provocative jewellery that marks them as men and women and represents new ways to conventional matrimony.

Price effective engagement ring choices

Several millennials find it difficult to justify the exorbitant costs of diamond engagement rings when put next to less costly, far more colorful alternate options. Jewellery experts these kinds of as Joanna Hardy specific the increasing acceptance for gemstone engagement rings this way: “The excellent point about coloured stones is the fact that you should purchase something genuinely wonderful seeking and many people can have no clue just how much it value. That is a large promoting stage for people who probably don't have as much to spend with a ring and do not want other people to find out precisely what they have expended on it.”

Importance of gemstone engagement rings

Diamond engagement rings have liked increased reputation many thanks largely to advertisement campaigns like “a diamond is forever.” But that is a relatively current development as rings showcasing emeralds, rubies and also other gemstones have prolonged been prized.  According to Anna Flower from Gemfields. each gemstone has its own personal significance that offers its possess “uniqueness factor” prized by particular couples.

Moral considerations over diamond production

Hollywood motion pictures this sort of as “Blood Diamond” elevated recognition in the inhumane conditions in which diamonds may be produced. This is why, diamond jewellery is now much less well-liked amongst socially minded individuals, millennial or in any other case. Additionally, the general public generally is becoming significantly less at risk of slogans like “a diamond is forever” since the closing arbiter of their purchasing decisions.

With that said, De Beers as well as other diamond jewelers are attempting to earn again millennials by financing a “Real Is Rare” marketing and advertising campaign. In line with De Beers CEO Bruce Cleaver, the company’s new marketing strategy is meant for being much more inclusive than individuals of the past.

“The campaign is about millennials; it’s not aimed toward the traditional successful couple that you’d see in promoting even five years ago - it’s not about diamond buyers on Fifth Avenue,” Cleaver stated.

While in the grand plan of items, probably the decrease in the need for diamond jewellery has been exaggerated. Diamond revenue stay strong: in 2015 by itself, millennials spent $26 billion in diamond jewelry in China, India, Japan and also the U.s. - four marketplaces which represented 45 p.c of all new diamond jewelry product sales.

In addition, the U.S. proceeds to become the world’s foremost purchaser of diamonds, which must make certain diamond engagement ring product sales in the in close proximity to future. Concerning regardless of whether diamonds are without end for your relaxation of the entire world, that remains to get observed.