Most people familiar with the diamond ring industry are more than familiar with the De Beer’s Corporation. Currently owning and controlling all of the South African diamond mines, De Beer’s is responsible for nearly 80% of all diamonds released onto the market every year. What many people don’t know is that, aside from being a major business force in the market in regards to supply and demand, De Beer’s can also be considered a commercial marketing genius. They alone are responsible for some of the most popular diamond ring styles in the world today.

The Diamond Engagement Ring

Prior to 1930, engagement rings were primarily set with various gemstones such as rubies, opals, sapphires, and emeralds. Unless the woman had a personal penchant for diamonds, they were rarely used for engagement ring purposes. De Beer’s made history in the 1940′s with their world famous advertising campaign centered on the philosophy that “A Diamond Is Forever.” The ad campaign forged the connection between diamonds and romance, forever linking the two concepts in regards to jewelry. The ties created between love and diamonds worked its magic on the world and, shortly after the ad’s inception in 1947, the campaign made diamond engagement rings standard fare, a tradition that remains even stronger today than ever before.

The Heirloom Diamond

Following the success of the diamond engagement ring concept, De Beer’s began to focus their efforts on the diamond supply already in consumer possession. Their newest ad campaign centered around the fact that diamond jewelry, because of its sentimental as well as its financial value, should be passed down through the generations. Thus, the concept of an heirloom diamond was born. This tremendously impeded the second hand diamond market, further restricting the number of diamonds available for purchase and increasing demand for new diamonds. Even now, an heirloom diamond is a time honored tradition, even though few people realize how it actually originated.

The Three Stone Diamond Ring

In 2001, De Beer’s revealed it’s latest advertising creation, the three stone diamond ring. While multi-stone rings were a common sight, the concept of a larger stone centered in between two smaller stones of the same cut was unique. To increase the marketability of this new diamond ring, De Beer’s introduced the “Past, Present, and Future” concept. Each of the three stones in the diamond ring was said to represent the three phases of a couple’s relationship together. The three stone diamond ring became the standard for anniversary gift giving around the world.

The Journey Diamond

Further playing on the concept of diamond jewelry being a reflection of a relationship, De Beer’s introduced the Journey Diamond collection. Journey pieces consisted of not one, not three, but several diamonds linked together in a chain beginning with the smaller stones and leading into the largest carat weights. Instead of simply focusing on the past, present, and future, the Journey Diamond collection was meant to depict the growth of love for one another over time.

The Right-Hand Ring

In 2004, De Beer’s, already satisfied with their influence on engaged and married couples, sought to cater to single women with the introduction of the Right-Hand Diamond Ring, sometimes referred to as a dress diamond ring. The idea behind the latest diamond ring creation was that diamond rings should be able to be enjoyed by all women, not just those in committed relationships. The dress diamond ring was designed to attract the attention of the independent woman who could value and appreciate the beauty of a diamond ring. It served to eliminate the stigma an unmarried woman often encountered when choosing to purchase a diamond ring for herself.

Over the years, many diamond ring trends have come and gone. Styles of diamond rings change over time, cut and color preferences vary from year to year. De Beer’s however, seems to have the magic touch when it comes to creating specific ad-driven diamond ring traditions that are made to last a lifetime.

One of the most popular types of vintage inspired diamond earrings are the chandelier designs. Those who could afford diamond jewellery back in the day often wanted pieces that were generously set with diamonds. Unlike diamond studs or hoops, chandelier diamond earrings provided the opportunity to have multiples stones set in each piece, creating the fire and sparkle within an intricate, yet delicate, design that would catch anyone’s eye. The less fortunate, however, were still able to take advantage of the chandelier design, particularly because of the illusion they were able to create. Using a small number of pave stones, or small diamond accents, the earrings could be made to appear as through they were set with a much larger number of stones from a distance. This was done primarily with the proper combination of the very affordable pave diamonds along with the way the gold was cut to provide a high gloss surface that was often mistaken for a small diamond from far away.

On the modern front, both styles of these vintage inspired chandelier diamond earrings are available. They can be found with a multitude of diamonds, both large and small, or simply a few diamond accents that allow them to give off just the right amount of sparkle.

Now, more than ever, families are passing down their precious diamond rings and other diamond jewellery to the next generation. While the market for vintage diamond jewellery is astounding, with pieces fetching far more than their standard per carat price based solely on their age and the intricacy of their settings, many women have no desire to part with their heirloom jewels. The problem, however, lies in the fact that these cherished pieces often remain tucked away in the corner of a jewellery box. Often they are too small, too simple, or simply too fragile to wear. Ladies, there is a solution that will allow you to both honor the generations before you that have passed the jewellery down to you while also being able to wear it on a frequent, or even daily basis.

One of the most common practices for utilizing heirloom diamond rings is to simply have the stone removed from the ring and reset into a more modern design. I order to retain as much of the history behind the ring as possible, some women choose to have the gold from the original piece melted down to be combined with the newer metal, allowing every part of the heirloom piece to be worked into the newer ring. If the stone or stones are very small, they can be used as accent pieces in the newer ring. Manny skilled jewellers will be able to match older stones with newer ones in order to create a symmetrical design.

If you do like the overall look of the ring, but are hindered by its size and fragility, another option is to find a jewellery who can replicate the ring itself. By recreating the exact design of the ring, a jeweller can typically reproduce the ring while also utilizing modern settings and ring design techniques to create a more durable piece that fits perfectly.

The point of heirloom jewellery is to pass down memories and precious items from one generation to the next. There is nothing wrong with using the gems and precious metals to create a more modern design that still utilizes the materials given, only changing aspects of the design in the process.

One of the more difficult tasks a woman has when selecting jewellery to wear is being able to correctly match which pieces look best with each other. One of the more difficult tasks a man is faced with when buying diamond jewellery for a loved one is not only being able to find something that will fit properly, but also something that will match with pieces she already owns. The perfect solution to both of these quandaries can be solved with the simplicity and convenience of a diamond earrings and necklace set.

Every woman loves a pair of diamond earrings and every woman loves a diamond necklace. The difficulty women have when it comes to diamond jewellery is trying to match a pair of earrings to a necklace when she wants to wear both on the same occasion. Even if the diamonds in each piece are roughly the same size, the shape may be different or the settings may not be similar. When she has a matched diamond earrings and necklace set it is essentially having three possible diamond jewellery combinations to wear. The diamond earrings can be worn on their own, as a perfect accessory to add just a touch of sparkle. The necklace, as well, can serve as an individual adornment. The true benefit of a matched set, however, is that when she chooses to wear diamond earrings and a necklace together, the set is pre-matched, eliminating the hassle of trying to determine which pieces work best with each other. From a man’s point of view, a matched diamond earrings and necklace set eliminates the guessing game involving which finger she will wear the ring on and what the correct size is.

These matched earring and necklace sets are also ideal for married women who prefer their wedding ring and engagement ring to be the only diamond focal point on their finger.

Up until a few years ago, few people had heard of or remembered an asscher cut diamond. The unique shape appeared as a cross between a princess cut with it’s somewhat square shape, and an emerald cut, with its angled edges. It was invented by Joseph Asscher.  Mr. Asscher was most noted for the fact that he was responsible for cutting the Cullinan diamond, the largest diamond in history at 3,106 carats. The process he used to cut this magnificent stone for the Royal Family is where the now famous Asscher cut originated.

Vintage jewellery collectors, especially those fond of art deco pieces, tend to be familiar with the cut. Up until the late 1920′s, it was actually very popular in diamond rings and diamond necklaces because of its unusual angles and unique appearance. In more recent years, as the demand for vintage and antique jewelry grew, examples of asscher cut diamond rings became very rare. In 2001 however, partly in thank to a ring worn by Sex in the City Star Sarah Jessica Parker, the Asscher cut diamond ring once again took the spotlight. The ring was presented to Jennifer’s character on the show and jewellers worldwide began receiving phone calls inquiring about the unusual shape of the stone. Soon after, Hollywood starlet Kate Hudson was seen donning an Asscher cut ring and the demand continued to rise.

Today, Asscher cut diamond rings have once again risen in the ranks to becoming one of the most popular choices on the market today. Believe it or not, we have Hollywood to thank for it.

Even if you follow the modern anniversary gift guide, there are several other milestones that a diamond ring can be incorporated into. These include the fourteenth and fiftieth anniversary gifts of gold, the twentieth anniversary gift of platinum, and even the twenty-fifth anniversary gift of silver. There are, however, several other milestones that can be celebrated with the gift of jewellery.

The recommended gift to commemorate the twelfth anniversary is pearls, beautiful when hung in simple strands, classic when set in earrings, and sophisticated when incorporated into rings. In fact, diamond accents on a pearl ring are a common occurrence.

The thirty-fifth anniversary calls for a gift of jade. Exotic and beautiful, with a unique Asian feel, jade is perfect for nearly any form of jewellery, especially when contrasted with yellow gold in bracelets or necklaces. Jade is typically found on its own in jewellery since the pieces themselves are typically carved with an array of intricate and exotic patterns that other gems may distract attention from.

The fortieth, forty-fifth, and fifty-fifth anniversaries call for gifts of rubies, sapphires, and emeralds, respectively. All three of these gemstones have very regal appearances and can look stunning regardless of what form of jewellery they are set into. All three also work well when incorporated into diamond rings, yet another reason to add another potential diamond ring occasion to the list of anniversary gifts.

In essence, if you decide a gift of diamond jewellery is to be given, that’s really all that matters. While the suggested list of anniversary gifts, traditional or modern, may be a novel idea, a husband shouldn’t need a list to tell him when he can or can’t present his wife with a dazzling diamond ring, diamond bracelet, or any other piece of jewellery that incorporates the eternal beauty of a diamond.

With Valentine’s Day just around the corner, plenty of men are still trying to decide on the perfect gift for their loved one. Diamond rings are always a hit with the ladies, but what if she has a soft spot for earrings too? Perhaps she already has too many rings and a lovely diamond necklace may be just the thing, but what would she wear it with? Take the guesswork out of gift giving for Valentine’s Day, or any day for that matter, and consider the convenience of diamond jewellery sets.

The beauty of a diamond jewellery set, aside from the diamonds themselves, is the fact that each piece within the set is designed to match perfectly. Whether the set includes a combination of a diamond ring, a pair of diamond earrings, or a diamond necklace, you can rest assured that the cut, colour, and style of each piece is expertly selected and crafted to complement each other perfectly.

Not only do diamond jewellery sets make the shopping experience easier for you, it makes her jewellery selection a breeze when it comes to deciding which pieces in her collection look best together. They are available in a wide variety of precious metals as well as diamond shapes, which means there literally is a set to suit everyone’s tastes.

Even once Valentine’s Day has passed, don’t underestimate the power of a diamond jewellery set. There are 364 more days in the year you can use the gift of diamonds to melt her heart.

A few years ago, I was fortunate enough to be present at a birthday party where one of the guests had ingeniously brought some stick-on bling! By the end of the night, everyone was covered in fake diamond jewellery, speaking in downtown New York accents and gesturing wildly in what we believed to be ‘gangster’ signals. The adornment of large flashy chains, medallions and watches resulted in the determining of the entire theme and tone for the party, leaving me to wonder where the expression bling came from and why it has become so characteristic of a specific section of society?

The term bling has been in general use since the 90s and was popularised by hip-hop artists of the decade. However, it was first heard in a 70s toothpaste commercial where the bling represented the whiteness of the teeth. The word itself refers to the ‘sound’ created by light reflecting off gold, platinum and most notably, diamond jewellery, however more specifically it describes a general ostentatious display of flashy and elaborate accessories. Bling items have evolved to form part of a staple identity donned by an entire sub-culture, who are obsessed with materialism and the exhibition of wealth. Such items have now even extended beyond diamond jewellery to include, diamond encrusted mobile phones, tooth caps and dental braces. This fixation on all things bejeweled, has led to the creation of famous comic parodies over the years, yet nevertheless actively persists. So why do hip-hop artists and the sub-culture inspired by them, feel so passionate about expressing themselves through diamond jewellery and other diamond articles?

In a society so governed by the acquirement of wealth, it should come as no surprise that there are some who feel compelled to demonstrate their assets through the exhibition of overtly valuable items, such as diamond jewellery. It is perhaps less about those who partake in showy displays, and more of a comment on society as a whole that hip-hop culture feels the need to maintain an appearance of inflated riches. Many of the artists who embellish themselves with expensive pieces of diamond jewellery often come from less fortunate backgrounds in the first place, thus using their accessories to substantiate their new-found wealth. After all, unlike most other expensive items, diamond jewellery has the ability not only to retain its value, but also to act as an indicator of an individual’s accomplishments.

Sadly over recent years, the term bling has spread in to mass culture and veterans of hip-hop, as well as current artists have disassociated themselves with it in favour of the more directly descriptive term, diamonds. Their love for diamond jewellery however is as prevalent as ever, featuring just as heavily in their identities and music lyrics, proving that diamonds by any other name are still diamonds nonetheless.

The men, dressed in smart suits and wearing latex masks to disguise their identities, stole several items of diamond jewellery including a platinum and gold flower necklace embedded with 268 diamonds, as well as a number of yellow diamond rings. They briefly took a woman hostage while exiting the store and then fired warning shots in to the ground when security guards attempted to chase them. They made their getaway using three cars.

In an age when criminals no longer need to leave the building to swindle large sums of money, there is something rather old-fashioned about a real-life diamond jewellery heist that has captured the public’s imagination. Gun crime these days usually involves gangs and teenagers – never anything as far-fetched as diamond jewellery theft.

Diamond robberies have forever been glamourised by the film industry, with audiences from around the globe watching the likes of Michael Caine and Brad Pitt outwitting their counterparts with elaborate schemes, to get their hands on £millions worth of diamond jewellery. In fact stories like this one have formed the basis for many narratives on the silver screen.

So what’s the appeal? Why does Hollywood persist in churning out movies about hardened criminals in diamond jewellery theft-related activities? Perhaps it’s because there is a strong contingent among us who are secretly impressed? Holding up a diamond jewellers in broad daylight is no easy feat and thus, we are rewarded in the movies by the skill and imagination employed by the robbers.

This latest incident has rocked the jewellery industry due to the fact that for the store in question, it involved an intricate plan that was not confined to a cinema screen. It has had a very real impact on a real victim and begs the question, should the film industry support criminals such as the ones involved, by painting them as heroes?

This extraordinary event has not yet had the Hollywood treatment, but when it does is sure to be a hit with audiences worldwide, and the tale has yet to fully unfold. The Great Diamond Jewellery Heist of 2009 will surely be coming to a cinema near you very soon, for the meantime we can keep track of any developments in the news.

Extreme diamond jewellery – it’s a dog’s life

Being an animal lover, I am always drawn to cute canines when passing them in the street. Often, as was the case today, I see pups that have been dressed in tiny knits, exuding an almost unbearable cuteness akin to no other animals but themselves. Some dog owners relish the chance of pimping their pooches, but one in particular definitely took that concept to the extreme by kitting his furry friend out in $4.2 million worth of emerald and diamond jewellery.

Riwin Jirapolsek of Thailand, made Kanune, his 15-year-old Maltese, a titanium tiara encrusted with 250 carats worth of emerald and diamond jewellery for a Bangkok dog show. Jirapolsek, a diamond jeweller by trade, used gems given to him by his mother to make the piece, vowing to make Kanune a hair clip next. “It needs a hair clip, otherwise its fur will block its view. (The clip) may be decorated with jewels too,” he told Reuters Television.

Surprisingly, it seems that he is not the only one. In the US, pampering pets with expensive gifts such as diamond jewellery, has become a common trend. Dog owners are often buying their pets matching items to those they wear themselves, with as many as 23% admitting to having spoiled their beloved pals with precious gems and stones, including diamonds. Popular diamond jewellery for dogs can be obtained in the form of leads, collars, pendants, bracelets, necklaces and clips, all encrusted with the precious stones. The items come in different shapes and sizes according to the age and breed of the dog and even follow trends, as featured in Diamond Dogs and Canine Couture magazines. Not only are specialist diamond jewellers for dogs emerging to cater for this newly popular trend, ordinary jewellers in some states are having to design separate lines especially for canine counterparts, simply to keep up with demand.

This unusual craze of dressing dogs in diamond jewellery is yet to take off in the UK and the cynics among us may question whether it ever will. Discounting the cost of such a generous and unappreciated gift, the practicalities of the situation perhaps outweigh the slightly ostentatious token of the dog owner’s affections – no one would want their pet to return home from its walk in the park without it’s diamond encrusted bracelet on it’s furry paw. In the case of Kanune, his amazing example of canine diamond jewellery did not win him any prizes, but somehow he managed to steal the show anyway – a sufficient outcome for his loving and satisfied owner.

Pia Chaudhuri