Is Love Real if the Diamond is Fake?
By Helga Hayse on July 24, 2012
Can he really love you if he buys you a ‘fake’ diamond? What is a ‘real’ diamond anyway?
Chemically, it’s a collection of tiny crystals of carbon which take millions of years to form. Physically, the diamond is a stone. Financially, it’s expensive. Emotionally, it’s become the symbol of love. In the real world, it's an illusion.
When diamond prices collapsed during the Great Depression, an advertising agency came up with the idea of linking diamonds to love. The larger the diamond, the greater the love.
Romancing the stone was a huge success, forever instilling in the consciousness of men and women that a diamond engagement ring means ‘real’ love and is a prerequisite to marriage.
Scientists now make diamonds in the laboratory by crushing carbon, graphite and a ‘diamond’ seed in a pressure cooker. Four days later, the crushed core is removed to reveal a man-made diamond inside. Identical to a mined diamond on all counts – structurally, optically and chemically.
Emotionally? Here lie the dragons.
Tiffany runs full page ads showing a diamond ring with the caption “This is What Love Looks Like” and “A Diamond is Forever’. Love is linked to this cluster of carbon – with no intrinsic value other than that it cost a lot to buy it.
I wonder how long it will take the ‘fake’ diamond industry to create an alternative narrative so couples can learn to start saving money before they marry.
Any ideas for an advertising campaign?
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