W
e currently live in a topsy-turvy world. As one part
of the world exits lockdown measures, another
reinstates them. We have been thrown into the
middle of a pandemic, and it has prompted a massive
reality check.
While lockdown no doubt revealed serious fault lines in a
lot of couples’ relationships, it has also led many to realize the
importance of commitment. The millennial generation has
often been characterized by its infatuation with experiences over
possessions. Before the pandemic, couples saw more value in
saving for a budget-blowing trip of a lifetime than in spending
money on a symbol of their commitment, such as a diamond
ring. Now, with fleeting experiences like travel, dining out and
concerts off the menu for most of us, the value of deeper, longer-
lasting symbols of love has become more apparent and more
meaningful.
It is therefore not so surprising that the engagement ring has
been one of the star performers keeping many in our industry
afloat as we struggle to cope with the chaos the coronavirus
has inflicted on the entire diamond and jewelry supply line.
Consumers have had to reevaluate what is important in their
lives. And with the holiday season quickly approaching, we have
a wonderful opportunity to help them mark those things with
something rare and precious.
The allure of diamonds is built on stories. And for couples who
have come through the pandemic stronger, for those who have
decided to make a long-term commitment to their relationship,
for those who want to mark their strength through the turbulent
times of
, a diamond will say it like nothing else can.
A strong holiday season won’t be enough to rewrite the horrific
year many of us have had to endure, but it will offer a chance,
during a time of year that is about friends, family and people
close to us, for all of us to sparkle.
NOTE
FROM THE
PUBL I SHER
John Costello
PUBLISHER
JOHN.COSTELLO @ DIAMONDS.NET
CE L E B RAT I NG COMM I TMENT
IMAGE: BEN KELMER
SEPTEMBER
DIAMONDS.NET
