The world of diamond jewelry design is changing. While prices and supply are factors, the changes are more about societal shifts in generation, increased female self-purchase and attitude, as well as new standards of what defines beauty. There is no question that a well-made white diamond sparkles with a splendor that is unsurpassed by any other gem. However, there is so much more to diamonds than what we have traditionally thought of for the past decades. That cyclical shift of a new design sensibility for diamonds has begun to come more into the mainstream — changes in what is considered beautiful occur over time. For many years, it was all about the white polished diamond. Now, however, diamond slices, rough diamonds, opaque off-color diamonds, black diamonds, gray diamonds, brown diamonds — all with their own unique textures and nuances — have taken on more importance. Consumers desire diamonds but don’t want to appear flashy or ostentatious — a counterpoint to a decade ago when bling was the thing. Perfect is not just about a D flawless anymore. Diamonds with an earthier, more organic feeling are becoming mainstream, pushing diamonds forward as a more fashion-oriented item — which makes it easier for women to purchase for themselves. Diamonds are not just for the red carpet and black-tie events. Diamonds with a more organic feeling are easier to wear with anything, anytime for an understated sparkle that creates a unique personal expression. These diamonds remind us of the power of nature and connect us back to the earth in a special way — a backlash to our overly high-tech lives. The glamour of diamonds lives on, but the way we perceive their beauty has changed.Amber MichelleEditor-in-ChiefArticle from the Rapaport Magazine - May 2011. To subscribe click here.