24 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
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Jul 21 2020 12:54PM
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Reference: 25047  

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We are all pleasure seeking people, so those who can, will acquire their “happy things and experiences” from all avenues possible and that includes a sparkling diamond bauble. Around 60% of my calls are for ovals, 20% are for radiants, 10% cushions and the final 10% rounds. The thin, simple solitaire setting trend is strong, I would say around 75% of my calls are for that setting, the remainder are generally 3 stone rings Michelle Demaree, Miss Diamond RingA strong need for “selfexpression”
People have also had a lot of time on their hands during this lockdown. There has been a lot of product and brand discovery that has been happening. Clients are more likely to go for brands whose ideology and sense of aesthetic resonate with them. “Once the lockdown started to ease, we really felt people’s need for joy and happy moments, they wanted to “treat themselves” in an act of self-love, so it seems they are more open to discovering new brands and pieces, and thus happily we have noticed more activity and interest around the brand,” says Parisian jeweller Marie Mas. People will continue to express themselves with their choice of clothing and accessory and they will continue to seek happiness through the sparkle of a diamond that is irreplaceable. Even though people are stuck in their homes, the need to feel beautiful is still very real. And when this is all over, women would want to flaunt their favourite purchases during their outing.

As lockdown eased in Europe, Marie noticed that clients showed an increased interest in pieces from her new collection ‘The Wave’. “It is an ode to harmony, femininity and deceptive simplicity. I think it is the surprise, joy and excitement which our best seller “Queen Wave ring” brings, that it has attracted the interest of clients in the postpandemic world. It is my belief that people buy fine jewellery because they fall in love with it and because the piece means something special to them. So, I don’t think fine jewellery creation and client interest will stop, I think people will gravitate to buy something which carries that special personal meaning—which can be found in designer jewellery, carefully crafted,” adds Marie.

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