July 2016

Like? Share!

Diamond Ring in History_Sarine

Diamond Ring in History – Love, Marriage, Ownership

The diamond ring. What does it mean? What does the diamond reflect? Even for today’s generation, more focused on technology than gemstones, a diamond ring still means ‘love and marriage’. However, thanks to generational influences, the diamond’s deeper symbolism has significantly changed.


Diamond Ring: Changing Meanings

It is believed that the tradition of giving a ring to symbolize partnership began even in pre-historic times. Unpalatable to modern sensibilities, the giving of a ring has historically been a symbol of ownership. Of course, before the 20th century and the advancement of the feminist movement, the engagement and wedding ring were also a kind of insurance for a woman – with emotional as well as financial worth. But the diamond as a symbol of engagement and commitment only took hold in the late 1800s and early 1920s, after significant diamond deposits were found in South Africa and Brazil. Once, engagements were marked by simple bands or rings encrusted with more commonly available gemstones. Advances in diamond mining meant that diamonds were more accessible to couples wanting to commit to each other with a jewel.

Tough Times for Diamond Rings

Yet this was not to last. The Depression of the 1930s put diamonds into the ‘too expensive’ category. Amid the daily struggle for employment and basic needs, the diamond ring was just not an affordable option. It was only in the 1950s, when De beers launched its famous ‘Diamonds Are Forever’ marketing campaign that diamonds as a symbol of engagement really entered the popular consciousness.

De Beers didn’t rest with just the US market. The 1980s saw a huge marketing campaign in Japan that capitalized the booming industry based on ideas of romance. In the late 60s, less than 5% of Japanese women owned a diamond engagement ring. By the early 80s, the figure was a whopping 60%.


Millennials & Diamond Rings: A Love Story?

For millennials, tradition and romance are just not enough to sell diamond rings. Everything is new, from technology to self-expression, and this includes the symbolism of the diamond. Relationships in today’s generation are equal. It is more socially acceptable to remain single. Women are more independent, and are buying diamonds for themselves. The diamond has now become less about romance and more about the experience. Or the marking of a milestone, such as a promotion, graduation or beating cancer.

Today’s diamond marketers are trying to draw in the new generation of diamond buyers with a campaign to replace the iconic ‘Diamonds are Forever.’ The slogan to make millennials fall in love with diamonds is ‘Real is Rare’. It appeals to the millennials’ desire for authenticity, a deeper experience, and the diamond’s innate uniqueness,

The change in the meaning of the diamond has morphed to reflect the changing generational ideal. What’s more, the diamond is not only a reflection of the times, but of the people themselves.

Subscribe to the Diamond Blog

Get the latest technology, grading and retail news straight from the source, straight to your inbox.


The State of the Diamond Industry in 2019: Challenges & Opportunities

Today, the diamond industry is more complex and dynamic than ever, and technology has only deepened the challenges faced by industry players at every stage of the diamond pipeline. At Sarine, our technologies scanned more than 70 million diamonds in 2018, enabling us to take a broad consideration of the changes happening now in the […]

3 Retail Technologies & Trends that are Changing the Consumer Experience

Recent years have seen a spike in the number of retail stores that are closing down. In 2017, there was a record-setting estimate of approximately 102 million square feet of retail space that went out of business. Retailers worldwide are facing significant challenges, and the main culprit is the internet. We live in a world that […]

The Sarine Diamond Journey™ Provenance Report Goes to Africa

Recently, it was announced that a leading diamond manufacturer in Africa, Schachter & Namdar, has adopted the Sarine Diamond Journey™ provenance reports for its two exclusive diamond brands – Brilliant Rose and Proudly South African. This announcement comes at a time when diamond traceability and provenance are the fastest-growing issues in the diamond industry. Today, […]

5 Diamond & Jewelry Trends for 2019

We’re already well into the year, but 2019 is shaping up to be a bold one in diamonds and jewelry. Designers are pushing the envelope with new, creative styles, and reaching back to revive retro trends. Whether it’s a new fancy diamond shape, an engagement ring worn on the pinky, or a chunky chain of […]

SPECTRUM – Diamond Industry News #28

Love is in the air in this edition of SPECTRUM, Sarine’s monthly roundup of diamond industry news and trends. This week, we are celebrating Valentine’s Day with a great piece about how to choose the perfect engagement ring from Good Morning America, and a showcase of 15 gorgeous Valentine’s jewelry gifts, compiled by Business Insider. […]

The History and Future of Lab Grown Diamonds

In 2015, photographer Dillon Marsh undertook a fascinating project to demonstrate visually just how much natural diamond has been extracted from a diamond mine during its entire lifetime. In one dramatic example, a photo of the Kimberley mine in South Africa – also known as the “Big Hole” – is juxtaposed with a CGI rendered […]

The Importance of Diamond Provenance in a Data-Driven Age

In breaking the frontiers of the diamond industry, from manufacturing to retail, technology must strive to reach beyond what it can do today, to the potential of what it can achieve tomorrow. At the same time, technological development that brings true change must be in lock-step with the state of the industry at the current […]

3 Ways Artificial Intelligence Affects Your Life (That You May Not Be Aware Of)

What is “artificial intelligence”? Since the very beginnings of computerization, the concept of artificial intelligence has captured the imaginations of science fiction writers and movie makers. Today, fantasy is already reality, and artificial intelligence, or AI, is implemented in a wide range of everyday applications and devices. As the technology becomes more sophisticated, and as […]

How Technology Has Advanced the Diamond Industry: Sarine Celebrates 30 Years

This year, Sarine is launching celebrations for 30 years in the diamond technology business. When Sarine was established, in the late 1980s, technology in the diamond industry was in its very earliest stages. The kinds of technologies used today by diamond manufacturers and gem labs all over the world, such as inclusion mapping, automated rough […]

How Diamonds Are Produced

After the long natural formation process deep in the earth, the diamond is extracted from the mine in its rough, raw state, and begins on its next journey – to become a polished diamond.   From mine, to jewelry store, to the engagement ring finger of its eventual owner – every diamond undergoes a long […]