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Loose Diamonds for Women |
Loose Diamonds for Women |
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Women and diamonds have had a long-standing love affair. Though men do purchase diamonds, more often, the intent of these purchases end with women, whether proposing marriage or professing undying love. From the sacred halls of most jewelry shops, diamonds are indeed a girl’s – or woman’s best friend. In 1972, there was even a movie entitled “Women Love Diamonds”. In the long history of the silver screen, diamonds have gone along for the ride. In every romantic scene, every “swept off your feet” proposal, diamonds found their way to the big screen, either discreetly hidden on top of a cake for that big proposal or as an object of family feud. De Beers, one of the more popular diamond companies made it their mission to make women value their diamonds as permanent possessions. They then subtly designed their advertisements to foster a sentimental attachment to diamonds, which would make it difficult for women to give up their brilliant stones. Again, women were induced to think of their diamonds as “best friends”. In the eyes of De Beers and its advertising agency N.W. Ayer, “safe hands” were women psychologically conditioned never to sell their diamonds. Then again, many argue that De Beers need not exert this much effort into making their stones appealing to women. All because women are sentimental at heart and love everything sparkly and pretty, just like the diamond. Everywhere in the world, the diamond engagement ring has become the measure of every marriage proposal. Hollywood observers and photographers literally fall all over themselves trying to get a glimpse of a newly engaged female’s celebrity’s hand. No doubt trying to get a closer look at “The Rock” – their diamond engagement ring. Men finding the right time to propose to their girlfriends would never be caught dead without the diamond rings they purchased in their coat pockets. Even in Oscar glamour, diamonds and women are inseparable. Big time celebrities are seen wearing layers of diamonds in their hands, necks dripping with multiple necklaces and almost always valued over a few million dollars. In their strut along the red carpet, after the customary, “Who are you wearing?”, referring to their frock’s designer, the next question is always “How much are you worth?”, now referring to the value of diamond jewelry they are wearing and the jewelry house or jewelry designer it came from. Aside from the engagement and red carpet demand women make, De Beers also devised the “eternity ring”, made up of hundreds of tiny Soviet-sized diamonds, which could be sold to an entirely new market of married women. With this wise move, De Beers made sure that the diamond legacy lives on. The message it imparts to women is this: “The engagement ring should not be a women’s last diamond”. Apparently, this maneuver worked. So many women patronized the eternity ring and the surprising thing is not only married women are rushing to buy this. The eternity ring has become hot property even for single women as the diamond giant launched into their new “mind campaign”. This time, they are saying that diamonds are not just for married or engaged women. It is for women who have achieved success in their chosen fields. Several famous women were seen wearing this “success ring” including Sarah Jessica Parker of HBO’s Sex and the City fame and Halle Berry, Oscar winner Bond girl. |
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5/13/2008 15:36:0 |