Retail jewelers are knowledgeable about diamonds, but less familiar with colored gems. Thus far the jewelry industry has not been very enthusiastic about marketing colored gems for engagement rings. Prince Andrew, the younger brother of Prince Charles, also gave his fiancee Sarah Ferguson an engagement ring with a colored gemstone in 1986 - a pigeon's blood ruby. The same ring was used by Prince William for his engagement to Kate Middleton in 2011. The most famous case was the blue sapphire and diamond ring that Prince Charles gave to Lady Diana Spencer upon their engagement in 1981. Celebrities have also help make colored stone engagement rings a fashion trend. Some consumers have come to understand that diamonds are not rare and that the prices are kept artifically high by the cartel that controls the supply and distribution of diamonds.Ĭolored gemstones present an attractive alternative to diamonds for engagement rings because of the large range of colors and the many different styles, sizes and price points. The reasons for change are many, including difficult economic times, the bad publicity surrounding blood diamonds, and the perceived lack of individuality of diamonds. However there are some signs that the diamond ring tradition has begun to weaken, and that many couples contemplating marriage are considering alternatives. The campaign took decades to succeed, but it eventually changed the culture of marriage. ![]() There was such a large supply of diamonds that a major advertising campaign was mounted by the De Beers consortium to associate diamonds with love and marriage. This is actually a fairly recent development, dating back to huge diamond finds in South Africa around 1870. ![]() The traditional engagement ring in many countries is diamond.
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