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WHERE IS THE ROMANCE?!


I'm twisting further what's already been turned by mischievous marketing. Diamonds are a symbol of love because we came to believe that real love is rare, pure and forever like a diamond; a geological material which is suppose qualities make this association possible. This connection was a base of one of the most significant cultural engineering operations of the 20th century. It employed wives-to-be and prospective husbands, writers, artists, celebrities and public figures across all the media and beyond to influence how we express one of the most powerful human feelings.

As an outcome, we use 'real' diamonds to represent real love, as opposed to their lab-grown equivalents, which despite being chemical and physically identical, are perceived as fake. Their story is not convincing enough. Ironically, if you knew about the reality of diamond mining you would have a hard time comparing them to love. The connection between diamonds extracted directly from the Earth and love wouldn’t be possible if we  recognised their dark history, disastrous consequences of mining and (against popular belief) common geological occurrence. Ahhh and they are not 'forever'. Diamonds burn in approx. 700C so don't leave your engagement ring too close to the fireplace. These precious stones became a representation of eternity because it takes a long, long time, almost 'forever' for them to be formed in the mantle of the Earth. Or, maybe because it might take you 'forever' to save money to get one? Does love mean sacrifice? And here we go again, back to the well observed marketing logic which connected many dots and made a diamond desirable. 

Lab-grown diamonds seem to have much lower environmental impact than mined stones, but still, we need to be mindful of what we are trying to communicate through them. Advancements in science and technology make it possible for us to create a groundswell of confusion and possibility where new meanings can be planted and grow. Multiple meanings can be enchanted in stone and many stories can surface from within the product . Traditionally, widely accepted and well-known diamond marketing suggests that love is a rare luxury. I don't want to think of what consequences of this story we might be experiencing now, in our society and beyond. 


Mark