The 4 C’s of Diamonds

Thanks to a masterpiece of marketing and advertising by DeBeers in 1947 where it was declared worldwide that “A diamond is forever”, diamonds are now the most popular choice for engagement rings and other jewellery. However, until the middle of the twentieth century, there was no agreed-upon standard by which diamonds could be judged. The […]

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Seems that diamonds really are a girls best friend

A recent article in the Telegraph reported that shoppers in the US and Europe are increasingly buying diamond gifts for themselves.  Gift-giving is still the foundation of sales, but more and more financially independent women are treating themselves to diamond jewellery. According to De Beers the split is across younger, “millennial” shoppers – those born […]

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