On the eve of the holiday season, for who-knows-which-time, the planet will once again loose its mind over the luxuriously wrapped carbon atoms. The diamond campaign is in an onslaught at many a front since the autumn
This year, Taylor Swift taught everyone a lesson in luxury. What else would you call a diamond bath? It must not have been an easy feat, but to film her new video for her hit song Look what you made me do, the beautiful blonde put her red lipstick aside and courageously dove into diamonds. Who would have guessed that, not so long ago, bathing in donkey milk was considered a luxury? Estimated value of her bath amounted to a measly 10 million dollars. Even though the diamonds were rented for the purpose of filming and very, very well secured, even if she had bought them the investment probably would have paid off for her. As proof, one should look no further than the number of views her bath has scored on YouTube.
And so, right on the eve of the holiday season, for who-knows-which-time, the planet will once again loose its mind over the luxuriously wrapped carbon atoms. The diamond campaign is in an onslaught at many a front since the autumn, and Taylor just added the cherry on top.
Since the 1950ies, that small percentage of the planet that lives in the lap of luxury has fallen in and out of love with diamonds, turning its back on them just to later be re-enchanted with the shimmering symbols of eternity. The first craze happened in the 1950ies, when diamonds first started being cut. The world saw just how magnificent they could be and women started collecting them more than ever before.
After a short activist period, followed by the episode on blood diamonds, brands and certificates came along. Precious stones were once again pure. In addition to the certificates guaranteeing the origin of the stone, branding settled, once and for all, the matter of ownership over diamonds. In parallel, just to tickle the imagination, modern technologies allowed for more precise cuts. Instead of 16 facets available before, diamonds can now have up to 90 tiny facets, as is the case with the fantastic Crown of Light jewel, patent of Diamonds International. Clearly, this is a work of art. It is difficult to look at the stone, called Crown of Light, without sunglasses. But it is so beautiful. Soon, world buzzed with the news that diamond reserves were too large and that their market value would soon start dropping. But it hasn’t. And it won’t. Decade to decade, diamonds have proven, time and time again, their permanent place in the human history.
In addition to fascination with their beauty and rarity, which brought together collectors of precious stones from all over the world, diamonds may soon become something more than just pretty. Throughout the long history of luxury, in terms of means for storing wealth, diamonds took the back seat while the gold bullion was in the lead. The reason was simple – diamonds were not as easy to appraise, as is the case with gold, and the value can vary between buyers. But this could all change soon. Singapore Diamond Investment Exchange has recently announced that, thanks to modern technologies, this problem would soon be overcome. Thanks to new diamond storing devices in the shape of credit cards, which also perform their instant valuation, diamonds could soon become the investors’ new best friends, as a safe and simple way to store and keep large sums of money. It is already certain that the number of those purchasing diamonds will keep increasing in the future – whether they are passionate connoisseurs of precious stones, or not.
By Miljana Nešković