Due to the belief that a diamond engagement ring was a calming agent between man and wife, it was recommended as the stone to be set in wedding or engagement rings – not because of its beauty. It was described by Isidore of Seville as a small stone devoid of beauty. When you see a rough diamond, it could be easily mistaken for a piece of sea glass that has been roughened up by the waves on a beach for years.
For many years, it was thought that diamonds worn on the left hand would ward off evil spirits and they signified betrothal to the public. Finally, those who could afford it began to call it a diamond engagement ring. The popularity of the diamond engagement ring really began to take off in 1938 when the advertising slogan, Diamonds are Forever, was coined and when De Beers introduced the control system that successfully worked as diamonds were withheld from the market by way of a monopoly. In the early 20th century, one of the chairman of De Beers Diamond Mining Corporation optimistically predicted that the diamond trade would prosper, “so long as men are foolish and women are vain.”
The increase in online diamond engagement ring sales has disrupted the market by increasing sales worldwide and customers now have a greater understanding of the diamond engagement ring business and the flow of diamonds from the mine to the finger of the lucky lady.
The retail jewelry business is in a state of flux as the online retailers are making it very hard for the brick and mortar retailers to compete. When the many expenses such as rent, electricity, parking lot maintenance and print advertising as well as staff costs are considered, most of these business owners must be very concerned.
The online retailer has the advantage of operating out of a warehouse, doesn’t need a fancy building or a huge parking area to make diamond ring sales. Once the website is set up it is ready to sell 24/7 his marketplace is open worldwide.
In many areas of Africa, revolutionary groups have taken over some of the diamond mines using proceeds to finance their illegal operations. These diamonds are referred to as conflict diamonds or blood diamonds. The United Nations instituted a system of controlling diamonds that were taken from these groups by insisting that all of the legal diamonds must be accompanied by a certificate of sale as they moved through the system but the system has not worked well. Today, these blood diamonds total less than 2% of the overall market share.