Everlasting Engagement Ring Traditions
Brown diamonds are currently being heavily marketed, but white reigns supreme when it comes to engagement rings and bridal jewelry. This is hardly surprising, after all, it is not likely that the traditional white wedding gown will be replaced by a more colorful alternative, or that the red rose on Valentine's Day will be exchanged for a yellow daffodil. Yet, surprisingly, the white wedding gown was introduced by Queen Victoria at a time when red was frequently worn by brides. When something is introduced by an icon and is imitated frequently enough, it becomes a tradition. When the first white wedding gowns were worn, white was not a symbol of purity, but a sign of wealth. Prior to the modern wedding culture, a wedding gown would have been worn several times and only the elite could afford an extravagant dress that was worn only once. Likewise, for some, diamonds represent financial investment; a sort of modern mating ritual that confirms commitment and reassures a woman of her worth. After all, we are animals; maybe complex beasts, but we are hard-wired to conjugate.
There are two main types of advertising appeals; those that are rational and those that are emotional. The way in which diamonds have been marketed since the enormously successful De Beers "A Diamond is Forever" campaign is via the emotions rather than the intellect. Ironically, the lady who came up with that famous "slogan of the century" never married. Such advertising methods have more impact on the consumer than informational advertisements. Thus, effective contemporary advertisements are almost like mini-soap opera tear-jerkers that have the power of reducing sensitive types to a blubbering mess and affect even the most heartless brutes.
Having said this, according to a survey conducted by "The Knot", modern couples looking to tie the knot like to research rings and make a well-informed choice. Perhaps this will alter the way in which gemstone engagement rings are marketed. Many millennials also like to customize their purchase and be involved in the design and setting process. Additionally, while modern brides and grooms tend to be financially better off than in the past, the wedding budget is a significant cause of stress. With regard to this, rather than reacting to marketing techniques of large companies, which aim to sell gemstones at a high profit margin, it is wise to learn a little and invest in a lab report, which costs significantly less than a branded gemstone with a huge price tag. This can all be done via an online retailer, making the ring purchase more convenient. For those who like to have something custom-made and unique to suit their requirements, loose certified gemstones can be taken to a jeweler for designing and setting. Also, unique, custom-made ring designs are now available from various online retailers.
While some will always go for big labels and enjoy showing off branded products, or feel a sense of reassurance from big names, others enjoy exploring non-branded possibilities. The media and celebrity culture perpetuate branding, and social pressure also plays a role in continuing traditions. Some say that diamonds are too mainstream or are anti-feminist, but when it comes down to it, intelligent people are not such helpless, easily led creatures that they are manipulated by advertising campaigns. Rather, it is merely a matter of personal choice whether to go with tradition or depart from it and break the mold. Since the whole hype surrounding white diamonds is not set in stone, the stones that are chosen by brides-to-be to have mounted in metal for jewelry may be selected according to personal preference.
- First Published: April-27-2016
- Last Updated: July-23-2017
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