once upon a time, a big diamond engagement ring was quite the flex. to some, it demonstrated social status, serious financial commitment, and cultural “proof” of love.

fun fact: this is all thanks to the “a diamond is forever” campaign launched by de beers in 1947 - linking diamonds to eternal love, positioning them as essential for engagement and popularizing the idea of spending 2-3 months salary on a ring. at the time, de beers controlled up to 90% of the world’s diamond supply, releasing them in controlled quantities to create the perception of scarcity (cruel but genius). over several decades, they generated tens of billions of dollars in profit.

the emergence of lab diamonds shattered the hold de beers had over the diamond market, along with many of the societal expectations, connotations, and long-standing associations between size, cost and status that once defined a diamond’s value.

today, the value of a diamonds is no longer defined solely by it’s carat weight and color, but by intention, design, and individuality. consumers are moving beyond “bigger is better” and towards pieces that feel personal - unique cuts, distinctive colors and thoughtful designs.