CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
EditorsJun 14, 2007
Diamond deuce
Putting aside the author's hypocrisy—she rants about the sexist symbolism of a diamond engagement ring for this entire article, then discloses that she's "guilty" of owning one—I think this particular anti-diamond article from Slate offers up a nifty marketing idea:...
Putting aside the author's hypocrisy—she rants about the sexist symbolism of a diamond engagement ring for this entire article, then discloses that she's "guilty" of owning one—I think this particular anti-diamond article from Slate offers up a nifty marketing idea: Do as they do when they say "I do" in Scandinavia.
The author writes:
It's telling, for example, that in many parts of Scandinavia, where attitudes toward gender are more egalitarian, both men and women wear engagement rings.
Yes, the enlightened land that brought us ABBA (image below), now brings us his-and-her diamond engagement rings marketing.
Forget raising her right hand, today's modern bride can buy her groom his own version of diamond jewelry to symbolize domestic bliss.
Now those marketing gurus at the Diamond Trading Co. just need to come up with a slogan. Some quick suggestions:
"Dual diamonds: Because you belong to each other."
Or perhaps:
"Double Diamond: Because you can afford to own the world and each other."
Comment or e-mail me at sposnock@nationaljeweler.com with your own diamond dyad ideas.
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