21 Oct 2021
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Diamonds will continue to light up people’s lives with its sparkle and here’s why
Why the demand for diamonds will still be relevant?
By: Diamond World News Service
Jul 21 2020 12:54PM
Reference: 25047  


Basically, we have to portray diamonds as a safe investment. We used to do it in the past. People don’t want to make impulse purchases on EMIs anymore. This is the perfect time to let people know that diamonds are a safe investment and that we need to go back to our roots, and do what our parents and grandparents did. And with diamonds, one can buy it, wear it and still think of it as a safe investment Alkesh Shah, Gold Star JewelleryAs long as love and happiness remain key to people, diamonds will stay relevant. No pandemic can bring down the allure of diamonds. With weddings being downsized world over, people saving from not spending on vacations and other avenues of entertainment, more money can be spent on buying diamond jewellery. It is up to the industry as to how they can win back their rightful market share says Vijetha Rangabashyam

Pandemic doesn’t deter people from celebrating
Weddings may not be “big-fat” but there will still be weddings. Parents may not want to cater food for a pack of thousand but they would never want to compromise on the jewellery they want to gift their daughter on her special day. And no matter the scale of this pandemic, people would still want to celebrate special moments like birthdays and anniversaries in a small yet memorable way. “Until women exist in this world, diamonds will never go out of demand. After the pandemic, men are spending more time with their life partners and gifting has become more prevalent,” says Sunit Hirawat of Sunvim Exports. The fact that they are not in a position to go out and celebrate it lavishly may in fact be a reason for them to splurge a bit more and buy their loved ones something of lasting value. Diamond jewellery retailer Orra has created an heirloom trousseau box called the Generation’s Box, which can be passed on as heirloom from one generation to the other. The box starts at around Rs 6 lacs. Michelle Demaree, founder of Beverly Hills based Miss Diamond Ring believes that every diamond represents one couple’s unique love story. “Couples will never stop falling in love and couples will never stop getting engaged. People want to feel happy, they want to feel important, they seek pleasureable experiences and items that create lasting joy and meaning. People will never stop wanting this – ever,” says Michelle.

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