Diamonds are composed from the most common element on our earth – carbon. So what is it that has made every bride-to-be for the past 60 years+ so fascinated with having this natural element set into diamond rings?



Approximately 49% of this carbon element originates from southern and central Africa and a considerable amount of this mineral has been discovered in Canada, India, Russia, Brazil, and Australia. Mining and distribution of natural diamonds have caused much controversy between cultures such as concerns over the sale of conflict diamonds.

“Diamonds Are Forever" was a slogan invented by a diamond company called De Beers and now is famously known for being used as a James Bond film title and an accompanying song by Shirley Bassey. Using this slogan, De Beers encouraged tons of diamonds to be sold to wealthy customers across the world.

The theory was that diamonds are the hardest substance known to man and incredibly difficult to smash or scratch unless with force. This showed a beautiful similarity to a couple’s relationship in the way in which this element would last forever just like a couple’s undying love. Companies began to sell diamond engagement rings and wedding rings to customers by the thousands by encouraging slogans such as "When you care enough to give the very best, give her Diamonds" (Hallmark)

In today’s world, diamonds are mostly associated with the rich and famous and when a celebrity couple get married the public are anxious to see those first published pictures of the huge, expensive diamond ring, but less than a hundred years ago people would have chosen alternatives. Precious gems such as rubies, emeralds and plain gold engagement rings were a lot more popular.

Thanks to De Beers advertising campaign it has changed what our culture now sees to be the perfect gift for engagements, weddings, anniversary’s or just that special occasion. And thanks to the huge range of colours that diamonds now come in, it’s easy to please every taste and some still present the look of rubies, sapphires and emeralds too.

So if you want to buy that perfect gift, for that perfect occasion, diamond jewellery seems to be the answer!