Sustenance and Growth of Consumer Demand Starts with Understanding the Consumer.


Today’s women powerful insights brought forth by the Report:
Today’s Women Powerful transformations observed in the Diamond and Jewellery industry.

Key Trends that Have Driven Women’s Social Economic Empowerment and Possibilities in the Diamond Sector.

In order to sustain and grow consumer demand, one must first understand the consumer, and, the consumer, in this case, has arguably never gone through the kind of transformation she has recently. The De Beers Diamond Insight Report 2017 sums up beautifully for the diamonds and jewellery industry, the key transformations observed in women, of recent.

Some powerful insights about today’s women brought forth by the Report:

Significant relationships are now much more about the growth of the two equal individuals, as much as they are about the growth of the partnership itself.

  • As marriage generally comes later in life, and as it is seen as a union between two equal individuals, women are receiving diamonds for multiple occasions both before and after marriage.
  • There has been a higher degree of self-purchase than before because of increasing spending power at the hands of women, who are very successful and independent today.
  • Even when women are not buying for themselves, their influence on purchase decisions remains.
  • Women now perceive themselves with a sense of strength and empowerment.
  • Besides love and commitment, which remain universal and powerful emotions symbolised by diamonds, emotions such as joy, optimism, pride and confidence are important today.
  • While traditional diamond selling occasions – such as engagements and anniversaries – remain very important, successful diamond marketing will increasingly need to reflect a range of significant moments in one’s life. This may include a new job, memories of a happy holiday or ‘just because’, and should be connected to the experiential element of lives and relationships.
  • Most commonly, self-purchase results from a spontaneous decision rather than being motivated by a specific occasion.
  • Gifting within the family – particularly by older to younger members – is an important part of the global diamond jewellery sector.
  • Success is increasingly defined by the acquisition of knowledge and ideas – not material goods.
  • 76% of women say that brands do not currently represent them.

Reasons people decided not to buy can be converted into opportunity:

Some insights here are: Not being gifted; Failing to find appealing designs; Not experiencing an appropriate event to acquire; No opportunities to wear diamonds

Some Takeaways for Retailers, Advertisers and Marketers, based on the De Beers Diamond Insight Report 2017:

  • The female self-purchase category presents a great opportunity. Products should be positioned well. Self-purchasers are mainly married women, most over the age of 35, with medium to high level of income. Since impulse buying is high in the category, design is an important element to capture this category. The retail store experience is also important.
  • Advertisers / Retailers should create a connect with a larger number of “life moments”. Increasingly, both gifts and self-purchase are driven by life moments. These could be: Overcome difficult time at work, New job; Memory of trip; Valentine’s day; Thank you; Coming of age; First job; I can afford it now; Big birthday; Anniversary; Birth of child; Graduation; Promotion; Early commitment; Pregnancy; Inheritance purchase, etc.
  • Encourage women to have greater confidence to celebrate all the key occasions in their lives – not just those connected to their relationship. Help women embrace the possibilities, not the responsibilities, of being a woman.
  • Use strong role women models in advertising.
  • Provide younger consumers with more of an interactive buying experience, as well as a narrative they can share with friends. This will bring further opportunities.
  • Most of all, to connect with women of today, one must connect with their new identity symbols: Uniqueness:  Being different, creative and original; More self-directed; Perceiving themselves as having more substance.

The efforts of the DPA and other bodies towards generic marketing have been commendable, and spot-on in appealing to Millennials. All retailers and other segments of the value chain need to do is take lead from this. Create contemporary designs, use technological advancements to advance manufacturing capabilities, strike conversations with consumers in places they are hanging out, and most of all – Appeal to the new sensibilities of the socially evolved and powerful woman of today.

As corroborated by the De Beers Diamond Insight Report 2017, 2016 has not been a bad year at all. Consumer demand for diamond jewellery saw marginal growth, driven by strong performance in the US, where demand exceeded US$40 billion for the first time. The fact that rough diamond demand also increased in 2016, shows that the mining sector did, in fact, jump in to take enough action after the events of 2015, where manufacturers could not afford the rough prices and all but stopped buying and stocking. Let’s never forget that every part of the pipeline must realise that it cannot survive without all other parts thriving. Beyond the all-important exercise to appeal to the customer, let’s not also forget to look to establish more sustainable models for the mid-pipe.



Sustenance and Growth of Consumer Demand Starts with Understanding the Consumer.

Top 6 Most Fabulous Celeb Engagement Rings Ever

Celebrities and jewels are inseparable much like wine and cheese. The bigger the celebrity, the bigger and more famous the jewellery that he or she flaunts. And when it comes to flaunting their bling, engagement rings are a hot favourite. And yes, size does matter as does the price tag of the fabulous jewel (read diamonds, sapphires, emeralds, rubies) affixed in the ring.

So here’s a select list of 6 spectacular engagement rings made famous by a slew of celebrities ranging from Her Majesty Queen Elizabeth II to Tomb Raider and Salt star, Angelina Jolie. Statutory Warning: The size and price tag of some of these rings might cause you some personal discomfort, be warned!

Queen Elizabeth II Solitaire Diamond Ring


As the reigning monarch of the United Kingdom, she has far bigger jewels in her royal collection, yet this elegant platinum band encrusted with a 3-carat solitaire diamond, flanked with five smaller diamonds on either side, is one of her favourite possessions – going by how often she wears it.

Often described as a ring of rare class and extraordinary elegance, it was given to her by Prince Phillip way back in 1947 – and continues to be one of her most treasured possessions with lots of sentimental value attached to it.

Kim Kardashian’s flashy Cushion-Cut Diamond

She may seem like controversy’s favourite child (ahem!) but one just cannot deny that no one knows how to stay in the news better than Kim Kardashian. One of the many instances when she made the headlines was when Kanye West proposed to her in 2013.

And, no, it wasn’t the fact that he proposed to her that made the news, rather the way he did it – with a humungous, 15-carat, cushion-cut sparkler. And much like Pitt, Kanye also went the whole hog with designer Lorraine Schwartz to get this ring made with only the best quality, conflict-free diamonds that his money could buy – how’s that for true love!

Jennifer Aniston’s Radiant-Cut Diamond Set In Gold

Anything that ex-beau Brad Pitt can do, actor Jennifer Aniston can do better. And that’s exactly what she seems to have done when she got her husband and fellow actor Justin Theroux to gift her a huge 8-carat diamond set on a yellow gold band.

And even as this famously private couple continue having each other’s back in a tabloid-driven world, the former Friends star is not averse to flashing her fabulous sparkler at red carpet events from time to time.

Marilyn Monroe’s Elegant Baguette-Cut Diamond Band


She was rated as one of the world’s most beautiful women, so when Yankees legend Joe DiMaggio gifted Marilyn Monroe a gorgeous platinum eternity band, it couldn’t be something ordinary out of the neighborhood store. DiMaggio gifted her one set with thirty-five baguette-cut diamonds.

A small confession here though. He gave it to her on their wedding day – January 14, 1954 – so technically it was her wedding ring. Unfortunately however their wedding didn’t really stand the test of time, but the ring continues to draw sighs of appreciation – for its simple, yet elegant style and timeless sophistication.

Angelina Jolie’s Emerald-Cut Diamond Ring

Theirs was a tumultuous love-affair that finally culminated in a marriage sometime in 2014. Although having separated since, after a bitter divorce, Hollywood’s original love-birds Brad Pitt and Angelina Jolie’s wedding made headlines for the emerald-cut engagement ring that was snugly wrapped around Jolie’s finger.

The story goes that hubby Pitt had brainstormed with jeweler Robert Procop for an entire year before the big day to come up with a custom creation like none other. And going by the publicity the ring got pre and post engagement, the effort seemed to be well worth it.

Beyonce’s 18-karat Emerald-Cut Sparkler Set in Platinum


For singer, songwriter and actress Beyonce nothing beats the huge 18-carat emerald-cut diamond ring that Jay Z presented to her on their engagement. This bejeweled stunner crafted by celebrity designer Lorraine Schwartz is just a simple band with a classic shape.

It’s the sheer size and glitzy sparkle of the huge rock set on top of it that literally takes your breath away and how! Clearly if love could be measured in diamonds, Jay Z would walk away the proud winner.

Top 6 Most Fabulous Celeb Engagement Rings Ever



Diamond – A Symbol of Purity & Strength

People born in April, fall in the zodiac sign of Taurus and can be described as brave, outgoing and firm. Their activeness induces an aura of freshness wherever they go. Friendships mean a lot to them and they are keen to solve other people’s problems.

They are affectionate and encouraging. However, they can be vengeful when people or circumstances turn against them. These individuals are born leaders and are usually attracted to sports, engineering and the military services, as career choices.

They also enjoy the privilege of having one of the most highly prized gemstones – a diamond – as their birthstone.

About the Diamond: Popularly referred to as – a girl’s best friend – diamonds are among the hardest substances known to man and are made only from one element namely — carbon.

The unique structure of this gemstone is approximately 58 times harder than anything else in nature. A diamond can only be cut with a diamond-edged tool, hence, the saying “To cut a diamond, you need a diamond”!

When cut and polished properly, the lustre and sparkle of a diamond is unlike any other gemstone. They are synonymous with engagement and wedding rings, but are also popular for wearing on special occasions, and make fabulous gifts for individuals who want something special as well as appropriate for everyday wear.

Diamonds are known to come in multiple colours including – white, yellow, red, pink, blue, and green, although their intensity may vary from intense to faint. However, diamonds with an intense streak of colour are highly prized and more valuable than lightly coloured stones.

Healing Powers: A symbol of purity, the pure white light of a diamond is said to bring love and clarity into partnerships and enhance fidelity, trust and commitment in relationships. It is said to have the power to bring strength and endurance to all forms of energy and amplify the power of crystals.

A diamond is also supposed to impart its wearer with fearlessness, invincibility and fortitude. It is said to be able to clear emotional and mental pain, reducing fear and bringing about new beginnings.

Diamonds are also believed to stimulate creativity, inventiveness, imagination and ingenuity, bring clarity of mind and aids enlightenment,aid spiritual evolution and help to detoxify the body and mind!

Famous personalities born in APRIL:

  • Chance the Rapper (Hip-hop artist/ 16 April)
  • Patricia Arquette. (Actor/08 April)
  • Doris Day (Actor/03 April)
  • Russell Crowe (Actor, Producer, Musician/07 April)
  • Thomas Hobbes (Philosopher/05 April)
  • Renee Zellweger (Actor/April 25)
  • Mandy Moore (Actor/ 10 April)
  • Andre Agassi (former Tennis player/April 29)
  • Sachin Tendulkar (cricketer/April24)
  • BR Ambedkar (social reformer/jurist/April 14)
  • Mukesh Ambani (billionaire industrialist/April 19).

(Disclaimer: The information provided here is purely for entertainment and reference purposes only.)


What Is A Marquise Cut Diamond

Popularly referred to as “boat-shaped cut”, “football-shaped cut” and also “eye-shaped cut” or Navette, a French term which translates  as “a little ship”, , a marquise-cut diamond can be identified by its distinctive 56 facets and elliptical shape outlined by pointed ends on both sides.

Despite its brilliance and rather unique shape, a marquise cut diamond is seldom seen adorning an engagement ring for example, even when compared to other less vintage cuts.

Ironically enough, this cut has been around for a while, centuries in fact, but still lags behind other preferred cuts like the princess or round cut when it comes to adorning a ring, although its long and narrow shape is well-suited to enhance the beauty of a ring finger.

History of Marquise Cut diamond:

It’s a cut that goes back a long time, to the 18th century, in fact. The story goes that the French monarch King Louis XV ordered his jeweller to create a cut that reminded him of the full lips of his mistress – Jean Antoinette Poisson–  who was also known as the marchioness Madame de Pompadour.

It’s also believed that the term – Marquise – actually refers to a rank said to be above a Count (but lower than a Duke) and royal officials of this rank wore marquise cut diamonds in order to flaunt their importance and prestige.

The shape was then developed and modified throughout the 20th century, evolving into the Marquise Brilliant cut as it is known today, peaking in popularity between the 1960s and 1980s. While it is best known as a cut for diamonds it is also used to shape other precious gemstones like sapphires, rubies and emeralds.

Buying A Marquise Cut Diamond Ring? Here’s What You Need To Know.

Given their versatility of use in jewellery making that ranges from rings, earrings and necklaces, there are a few points that you need to familiarise yourself with prior to making the purchase.

  • It’s all about Symmetry: Make sure the two sharp ends of your marquise cut diamond are in perfect alignment with each other and the right and left sides should form a near mirror image. Even the tiniest imbalance in symmetry can adversely impact the balance of your marquise cut diamond ring once it’s made. For this reason, excellent or very good symmetry is strongly recommended.
  • Options in Colour: Given their heritage and unique shape, many customers may actually prefer the ever so slightly warmer colours of a G-H diamond over the cool colourless hues of a D-F diamond.

In fact, most of the premium in price associated with a marquise-cut diamond at the higher end of the colour scale is driven by supply and demand; customers want the D-F colour grades, and are willing to pay a premium to get them.

In larger marquise diamonds (over 1 carat), the colour may appear slightly darker at the points. For this reason, buyers may choose to move up one colour grade as compared to other diamond shapes.

  • Keeping the corners safe: All jewellery needs to be properly cared for and a marquise cut diamond ring is no exception. Given the sharp edges a marquise cut stone has a tendency to chip if not protected by the right jewellery setting. In the case of rings, a V-End or V-Tip prongs or claws are generally considered the best way to ensure the corners stay secure.
  • Check for colour fading: Given their long, narrow shape, some marquise cut stones are known to have an inherent area of uneven or reduced colour at their center – a phenomenon often referred to as the “bow-tie effect”. While a majority of elongated stones with fancy shapes are known to have this problem, a marquise-cut diamond that has been cut by an expert will hide this effect by the sheer brilliance of its 56 facets.

Celebrity Owners of Marquise Cut Diamonds:

Catherine Zeta Jones – This celebrated actor of Hollywood blockbusters like Chicago, Entrapment and The Terminal is said to own a fabulous Fred Leighton antique ring from the twenties that features a huge 10-carat marquise stone which is surrounded by approx 28 smaller stones

Ashley Simpson – Ashley Nicolle Ross (nee Simpson, born October 3, 1984) & known by her stage name Ashley Simpson, is an American singer-songwriter, actress and media personality. She also owns a 5-carat marquise-cut diamond flanked by 12 calibrated rubies and 140 accent diamond melees – said to be a gift from Hunger Games actor Evan Ross.

Victoria Beckham: This former Spice Girl and now wife of soccer superstar David Beckham is also the proud owner of a 65,000-pound marquise cut diamond ring – which was presented to her by husband David Beckham when he proposed.

What Is A Marquise Cut Diamond

Revealed! The origins of the term – diamond carat


Most of us associate the term – carats – with diamonds. As one of the four all-important 4Cs (the others being, cut, colour & clarity). Diamonds are sold by the carat (ct.).

Carat is actually a unit of weight, although many believe it refers to the size of a diamond. Carat weight is however unrelated to the similar sounding term – karat, which refers to gold’s purity.

But do you know where the term – carat – actually originated from?

To set the record straight, the term carat actually refers to the carob tree, which is native to the Mediterranean region and has been in cultivation there for at least 4,000 years.

Said to be planted by ancient Greeks, it’s also believed that Prophet Mohammed’s army ate its fruit for sustenance while the Jewish sage Rabbi Shimon Bar Yochai is said to have survived on it for 24 years! Some locals also claim that the pods of this tree are in reality the locusts referred to in the New Testament by John, the Baptist.

So what does all this information have to do with diamonds? Well, a lot, actually.

The carob seeds by themselves are quite inedible, but they were observed to have a very uniform size and weight – a quality which made them extremely useful to local traders. The seeds were, at the time, used to balance a scale when weighing precious gemstones, where the tiniest change in weight makes a difference to the value.

A higher number of seeds indicated a heavier and therefore a more valuable stone. Different countries had slightly different values for what number of seeds was equivalent to what value of gems, but the use of the seeds was consistent throughout the Middle East and Europe.

In areas of the world where carob was not as popular, grains of wheat or rice were used in similar ways to discern the weight of diamonds

In 1907, the Fourth General Conference on Weights and Measures adopted the Metric Carat as the official measurement for gemstone weights. Today it is universally accepted. One Metric Carat is one fifth of a gram, which is 0.2grams – which is roughly the weight of a paper clip!

Two diamonds of equal carat weight can have very different costs based on other factors (such as cut, color and clarity). In understanding the importance of carat weight, know thy partner!

If the recipient’s heart is set on a particular size of diamond, then carat weight will probably be the most important factor in your search until the desired size is attained. At that point, other criteria will take on importance.

Most women will tell you the carat weight and shape of their ideal diamond, and most men will tell you the price!

As the carat size of a diamond increases, the diamond’s price increases at an increasing rate. Why?

Because the larger the diamond, the more rare it is. Fewer than one in one million mined rough stones are large enough to produce a finished 1 carat diamond.

So, as the carat weight increases, you will typically pay more not only in total, but on a price-per-carat basis as well.

Revealed! The origins of the term – diamond carat