The Mystique of Diamonds
The Diamond Course
Diamond Council of America © 2015
ND OL 2015
The Mystique
of Diamonds
In This Lesson:
• Magic and Romance
• Nature’s Inspirations
• Adding to the Spell
• Diamonds and Time
• Diamond Occasions
• Diamond Personalities
MAGIC AND ROMANCE
In most diamond presentations, it’s important to cover the
4Cs. A little about topics such as formation, sources, mining,
or cutting may also help. In every presentation, however, it’s
essential to identify and reinforce the factors that make diamonds valuable and important – in other words, truly precious – to your customer.
Purchase decisions involve the head, but the desire to
own or give a diamond almost always springs from the
heart. That’s the realm of magic and romance.
The emotional meanings of diamonds have
many origins, and have evolved over thousands
of years. Diamond’s unique beauty and remarkable properties helped to create some of the deepest meanings. Others have come from cultural traditions, the glamour of celebrities, and the events of individual
lives. In a sales presentation, you need to determine which of
these elements will resonate for the customer you’re serving.
The desire to own or give diamond
jewelry springs from the heart, not
from the head.
Photo courtesy Andrew Meyer Jewelry.
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The Mystique of Diamonds
It’s important to remember that people most often buy
diamonds to symbolize love or celebrate personal milestones. Sometimes the motive for buying is obvious – for
example, with an engagement ring. At other times, you can
identify it by involving the customer in a conversation about
themselves and the occasion – as well as the ideas or feelings the customer wishes to express. This will tell you what
he or she wants the diamond to “say.”
Once you understand the primary motives for a purchase, you can address them in appropriate ways. This lesson provides information and ideas you can use for that purpose. It will give you the keys you need to open the magic
and romance of diamonds to your customers.
People most often buy diamonds
to symbolize love or personal
milestones.
Photo courtesy Lazare Kaplan.
Lesson Objectives
When you have completed this lesson you will be able to:
• Link diamond symbolism to value factors.
• Share diamond myths and folklore.
• Present diamond as a birthstone.
• Put a “spotlight” on diamond occasions.
• Discuss famous people associated with diamonds.
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The Mystique of Diamonds
NATURE’S INSPIRATIONS
Diamond’s nature and amazing characteristics have inspired some
of the oldest and strongest elements of its mystique. You’ve already
learned that diamond is the hardest material yet discovered. It’s also
very tough. Reflecting these properties, the name of the gem itself
comes from the Greek word adamas, meaning “unconquerable.”
For centuries, most people believed diamonds are indestructible.
One old story says if you place a diamond on an anvil and strike it
with a hammer, the hammer and anvil will break but the diamond
won’t be harmed. Through a process of mental association, people
came to believe that diamonds bless their owners with strength, courage, success, and enduring love.
Diamond is the hardest material
in the world and is also very
tough. Its name comes from the
Greek word “adamas” meaning
“unconquerable.”
Today some consumers still mistakenly think diamonds are unbreakable. You need to advise your customers that any gem requires proper care – and make
sure they know how to take care of diamonds they
own or purchase. (You’ll find out more about this in
Lesson 15.) At the same time, you can emphasize the
benefit of diamond’s superior hardness and toughness
– that is, its excellent wearability. If customers are
curious, you might also share some of the beliefs traditionally linked with diamond’s durability.
You need to advise your customers that every
gem requires proper care, but you can stress the
benefit of diamond’s superior hardness and
toughness and its excellent wearability.
The shapes of diamond crystals have always caused wonder
and speculation. Scientists now know that the carbon atoms in
diamond crystals are arranged with almost perfect symmetry.
Under favorable growth conditions, this structure produces geometric crystal forms of great beauty. To philosophers in the past,
well-formed diamond crystals represented the order of the universe. They symbolized the highest levels of mental, emotional,
and spiritual balance.
The shapes of crystals have caused
wonder and speculation through the
ages. Diamond octahedrons and
similar crystals seemed to embody
the supreme order of the universe.
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Consumers today normally see diamonds after they’ve been
cut and polished. You can say that cut styles such as the round
brilliant and princess cut mirror the internal symmetry of the
crystal. Thus, a diamond’s outward form still conveys the classic
meanings.
The visual qualities we prize in diamonds have given rise to
other associations. When discussing the 4Cs, you might mention
that diamond’s clarity has long been equated with peace of mind
and purity of heart. The same is true of diamond’s colorless
appearance. Its brilliance and fire have been seen as tokens of
enlightenment and the energy that sustains all living things.
Diamond’s clarity and colorlessness
have long been equated with
peace of mind and purity of heart.
ADDING TO THE SPELL
To the symbols and meanings derived from diamond’s natural
characteristics, human cultures have added many others. Around the
world and throughout the ages, people have fallen under diamond’s
spell. Each generation has woven new strands of romance for those
who follow.
According to some old legends, diamonds are born from heavenly
rain or lightning. This belief may be echoed by one of India’s ancient
languages. In Sanskrit, the word vajra means both “diamond” and
“thunderbolt.”
Various cultures have contributed
many symbols and meanings
derived from diamond’s natural
characteristics.
Other traditions say diamonds are splinters of broken stars.
They’re supposed to bestow wealth, friendship, eternal youth, and
happy marriage. The Romans believed Cupid’s arrows were tipped
with diamonds.
Photo courtesy H.V. Guenther.
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The Mystique of Diamonds
As time went on, the list of diamond’s magical attributes grew longer and longer. Eventually its powers
were said to include the ability to bring sweet dreams,
ward off evil spirits, make the wearer invisible – and
even raise the dead!
Like many gems, diamonds were once used for
medicinal purposes. (They were usually crushed into
powder and then swallowed.) In Europe during the
Middle Ages, diamonds were supposed to cure bladder
infections, insanity, jaundice, leprosy, and plague. The
higher the quality, the more effective the treatment.
Some traditions say diamonds are splinters of
broken stars, possessing the ability to bestow
wealth, friendship, eternal youth and happy
marriage.
Photo courtesy Jordan Meryl.
Today’s customers are likely to head for
the door if you start talking about infectious
diseases, but some might be interested to learn
that people still believe diamonds have healing powers. New Age gem therapists use diamonds to increase personal clarity and balance
the physical, psychological, and spiritual sides
of life.
Many customers are intrigued by colorful
bits of diamond lore. When you share these –
whatever they may be – you might add that a
number of cultures have believed a diamond’s
magic is enhanced when it’s given as a gift.
Like many gems, diamonds were used for medicinal purposes to cure bladder infections, insanity,
jaundice, leprosy and the plague.
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DIAMONDS AND TIME
Associations between gems and time go back to the dawn of
history and have existed in almost every culture. In some of the
oldest beliefs of this kind, diamond was the gem of the sun
and pearl belonged to the moon.
As time passed and beliefs evolved, gems were
assigned to the months of the yearly calendar. There
have also been gems for the seasons, the days of the
week, and even specific hours.
Eventually a bond was forged between the gem
for the time and the person born at that time. This
created the birthstone tradition as it now exists.
With differing gem resources, beliefs, and histories,
different cultures naturally developed different birthstone
selections. Birthstones didn’t become popular in Europe until the
1700s, but scholars trace many Western birthstone choices to the Bible. The book
of Exodus describes a sacred breastplate that contained twelve gems symbolizing
the twelve tribes of Israel. This is considered the original source.
Diamond has been a birthstone for thousands of years. In ancient India it was
for those born under the signs now called Taurus (April 20 to May 20) and Libra
(September 23 to October 23). Today’s Western zodiac charts list diamond as a
lucky gem for Taurus and Aries (March 21 to April 19).
Since the 1800s diamond has been designated as the April birthstone in Europe
and America. It’s also considered the gem for winter, Saturday, and 12 noon.
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BIRTHSTONES
O
ver the years, a number of birthstone lists have been
used in the US. The following is the most current:
MONTH
GEM
January . . . . . . . . .
February . . . . . . . .
March . . . . . . . . . .
April . . . . . . . . . . .
May . . . . . . . . . . .
June . . . . . . . . . . .
July . . . . . . . . . . . .
August . . . . . . . . . .
September . . . . . . .
October . . . . . . . . .
November . . . . . . .
December . . . . . . .
Garnet
Amethyst
Aquamarine or Bloodstone
Diamond
Emerald
Pearl, Moonstone, or Alexandrite
Ruby
Peridot or Sardonyx
Sapphire
Opal or Tourmaline
Topaz or Citrine
Tanzanite, Turquoise, or Zircon
This list is based on older versions, but with additions that
appeal to modern consumers.
Although it’s widely known, you
may run across slight variations
from different sources, particularly
if they’re older or were published
outside the US.
Customers assume that professionals know the birthstones, so be
sure to memorize the list. You can
learn about the choices other than
diamond in the DCA Colored
Gemstone Course.
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DIAMOND OCCASIONS
In Lesson 7 you learned that engagements, weddings, and anniversaries are the most frequent occasions for giving diamonds. Some customers may
wonder how this became the custom. Sharing a little
background information might give them insights
into purchases they’re considering. It can also begin
or continue a conversation that allows you to learn
more about them.
Over time, “diamond anniversaries” have grown to
include the 10th, 25th, 60th and 75th. In fact, any
anniversary is perfect for expressing renewed love
with a gift of diamonds.
From a historical standpoint, anniversaries are
the newest diamond occasions. Although domestic
partners have received and exchanged presents since
the earliest human societies, official gift lists for
anniversaries didn’t appear until the 1800s.
Photo courtesy Mr. Baguette.
Anniversaries
are the newest
diamond
occasions.
On older lists, diamond was assigned only to the
75th anniversary. Over time, the “diamond years”
grew to include the 10th and 60th anniversaries as
well. Today the 25th anniversary is another diamond
occasion. In fact, however, any anniversary is perfect for expressing love with a gift of diamonds.
Engagement and wedding rings evolved from a
single ancient custom. In Roman times, future brides
and grooms gave each other gold betrothal rings to
seal their pledge of commitment. Later came the
practice of giving rings at both the betrothal and the
wedding.
Placing the ring on the fourth finger of the left
hand also began with the Romans – or possibly even
earlier, with the Egyptians. This came from the belief
that there’s a direct connection between that finger
and the heart.
Placing the engagement ring on the fourth finger of
the left hand came from the Roman belief that
there’s a direct connection between that finger and
the heart.
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The Mystique of Diamonds
Historians don’t know precisely when diamonds
became associated with engagement. The first written
record implying a link is more than 500 years old. In
1477 Archduke Maximilian of Austria was betrothed to
Mary of Burgundy. Maximilian was a struggling
prince, and Mary was heiress to a realm that included
Belgium, the Netherlands, and large parts of France. In
negotiating the arrangements, one of Mary’s advisors
sent Maximilian a letter stating, “At the betrothal your
Grace must have a ring set with a diamond and also a
gold ring.”
The ring Mary of Burgundy received
from Archduke Maximilian in 1477.
Before the discovery of
diamonds in South Africa,
they were considered
exclusively for royalty.
In the following centuries diamonds became a hallmark
of royal courtship. After the South African discoveries in
the late 1800s, diamonds also became more available to
common citizens. By the 1950s diamonds were very much a
part of modern romance. Today 8 out of 10 first-time brides
in the US receive a diamond engagement ring. The number
is almost as high even in countries such as Japan, which
have no old traditions concerning diamonds.
By the 1950’s diamonds were integral
to modern romance. Today, 8 out of
10 first-time brides in the US receive a
diamond engagement ring.
Photo courtesy Winward Scott Kay.
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DIAMOND PERSONALITIES
The story of Mary and Maximilian illustrates the fact
that people have created much of diamond’s magic and
romance. Through most of history, laws decreed that diamonds could be worn only by royalty. Today kings and
queens appear mainly in books and movies. The aura of
regal splendor they imparted to diamonds still lingers.
Most people aren’t history buffs, but there are a few
royal names your customers might recognize:
• King Louis XIV (1638 - 1715) ruled France during one of its greatest periods. Louis was often
called the Sun King, and he made the French
Crown Jewels one of the most magnificent diamond collections that ever existed. Around 1670
he purchased the French Blue Diamond, from
which the Hope was probably cut. (The Hope’s
story is in Lesson 4.) On formal occasions, Louis
wore so many diamonds that one observer said
he “crackled” when he walked.
Louis XIV was said to wear so many diamonds
he “crackled” when he walked.
• Queen Marie Antoinette of France
(1755- 1793) loved diamonds too – but
they contributed to her downfall. A woman
connected with Marie’s court tricked a
powerful nobleman into buying the queen
a spectacular necklace set with more than
600 diamonds. Then the woman stole it.
There’s no evidence that Marie was
involved in the crime. Nevertheless, the
events that followed led to a public
uproar, and the “Affair of the Necklace”
helped to trigger the French Revolution.
Recreation of the “Queen’s Necklace.”
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• Queen Victoria (1819-1901) had the longest reign in English history. She ruled from
1837 to 1901 and gave her name to an entire era. She was the official head of an empire
that included Great Britain, Australia, Canada, India, Ireland, New Zealand, and much of
Africa. Queen Victoria is usually identified with the somber mourning jewelry she wore in
later years, but she began public life in a blaze of glory. There were more than 2,400 diamonds in the crown Victoria wore for her coronation in 1838.
In modern times, popular entertainment and celebrities have
continued to enhance the glamour of diamonds.
Hundreds of movies have had diamonds in their plot
lines, and in many more they’ve served as glittering
props.
In the 1953 musical-comedy Gentlemen Prefer
Blondes, Marilyn Monroe wore the 24-carat Moon of
Baroda Diamond. In that film she also immortalized the
line, “Diamonds are a girl’s best friend.” (It was the
title of a featured song.) A large diamond with a distinctive inclusion was a key element in the 1964 comedy The Pink Panther – and also the 2006 remake. The
story of Marie Antoinette and her ill-fated jewelry was
told in the 2001 movie The Affair of the Necklace.
Marilyn Monroe
immortalized the
line, “Diamonds are
a girl’s best friend”.
Publicity photo for
Gentlemen Prefer
Blondes (1953).
Outside their screen roles, movie stars have added real-life
romance to diamonds. In 1969 Richard Burton gave Elizabeth
Taylor a 69-carat diamond. When Cartier displayed the diamond
in New York, thousands of people waited in line for hours to
see it. In 2002, Ben Affleck created an instant craze for fancy
colors when he gave Jennifer Lopez an engagement ring set
with a 6-carat intense pink diamond.
Every year awards shows like the Emmys, Grammys,
Golden Globes, and Oscars are among the most widely watched
programs on TV, and diamonds always glitter in the spotlights.
To make sure they do, prestigious salons and top designers loan
attending celebrities millions of dollars’ worth of jewelry.
Elizabeth Taylor - wearing the 69
carat Taylor-Burton diamond - gave
real-life romance to diamonds.
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Although diamonds are most closely associated
with female celebrities, women don’t support diamond tradition all by themselves. Male superstars do
their part too. (You might mention this if you get
and objection like, “He doesn’t wear diamonds.”)
For example – renewing the ancient bond between
diamonds and success – each year’s Super Bowl,
World Series, and NBA Championship rings sparkle
with diamonds.
Angelina Jolie wore a
diamond masterpiece
featuring a 30-ct. oval
diamond, 22.34-ct. and
11.02-ct. emerald-cut
diamonds, and a 9.26ct. pear-shape diamond,
all D color and Internally
Flawless.
Actress Maria
Menounos at the 2012
Golden Globe Awards,
accessorizing a bright
yellow dress with a
5-carat yellow diamond
ring by Harry Kotlar.
Photo courtesy JCK.
In 2004, Charlize
Theron set the tone
with her drop earrings
and open cuff bracelet.
Photo courtesy JCK.
In 2000, presenter Salma Hyak
wore a $5 million, 6-ct. pink
diamond ring.
Photo courtesy JCK.
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Mentioning facts like these can help you tie the heritage
of the past to current events and your customers’ own
dreams or accomplishments. Even more important is recognizing that diamonds are part of a never-ending story that
surrounds each of us. Movies, magazines, books, television,
friends, family, and personal experience all contribute in one
way or another.
By increasing your awareness of the rich traditions associated with diamonds – and sharing them – you’ll help your
customers appreciate the true value of the most magic and
romantic of all gems.
The House of Harry Winston presented Mark
McGwire a custom-created diamond ring when
he set the home-run record in 1998.
Photo courtesy The House of Harry Winston.
Rings commemorating
sports championships
renew the ancient
bond between
diamonds and success.
Mark McGwire’s diamond ring - a gift from
The House of Harry Winston.
Photo courtesy The House of Harry Winston.
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RECAP OF KEY POINTS
• It’s essential to identify and reinforce the personal factors that
make diamonds valuable to each customer. Once you understand the motives for owning or giving diamonds, you need to
spotlight them in your presentation.
• Diamond’s natural characteristics inspire much of its symbolism. Superior hardness and toughness led people to believe
diamonds give strength, courage, success, and love. Beautiful
geometric crystals symbolized mental, emotional, and spiritual
balance. Clarity and colorlessness were equated with peace of
mind and purity of heart. Brilliance and fire are said to bring
forth enlightenment and creative energy.
• Over the centuries, different cultures made their own additions
to diamond’s magic powers. Eventually the list included the
ability to guarantee wealth, friends, eternal youth, happy marriage, and sweet dreams. Diamonds were also supposed to
ward off evil spirits, make the wearer invisible, cure diseases,
and raise the dead.
• Diamond is the birthstone for April, winter, Saturday, and the
hour of 12 noon. It’s also considered a lucky gem for people
born under the signs of Taurus and Aries.
• Diamonds have been part of engagement since at least 1477,
when Archduke Maximilian gave Mary of Burgundy a betrothal ring set with a diamond. Diamond is now the accepted gem
for the 10th, 25th, 60th – and every other – anniversary.
• Famous people and popular entertainment have contributed
greatly to diamond’s allure. Diamond personalities include history’s kings and queens as well as today’s celebrities.
• It’s important to recognize that diamonds are part of a story
that surrounds each of us every day – and to learn to use that
story in your professional work.
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LESSON 14 FOLLOW-UP CHECKLIST
____ Think about the ideas and emotions that diamonds represent for you
personally. What makes diamonds magic and romantic for you?
Remember that it’s okay to share these personal meanings with customers.
____ Make a quick list of the most popular occasions for purchasing diamonds – engagement, anniversary, birthday, job promotion, and so
forth. Then pick out two or three items of diamond symbolism or folklore you could relate to each one.
____ Identify current examples in the ongoing story of diamond magic and
romance – celebrities, movies, other media, even television ads. With
your manager and coworkers, discuss how you might use these in presentations.
____ Memorize the US birthstone list. Like the 4Cs, this is information customers expect every jewelry professional to know. Often, birthstone
jewelry has diamond accents.
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The Mystique of Diamonds
Lesson 14 Self-Test
T
his lesson also includes a Self-Test that’s designed to help you gauge your comprehension of the
lesson material. The test is an important part of the learning process, so be sure to complete it.
When you’re ready to take the test, go to the Course Materials page (the one that lists all the lessons) and click on “Self-Test.” Make certain you select the test for this lesson.
All questions in the test are based on Lesson 14. More than one answer for a question might seem
correct, but you should select the one best answer based on the lesson discussion.
As you take the test, you may refer to the lesson. To do this, you’ll need to have the lesson loaded in
a separate window of your browser.
If you feel certain about a question, try answering it without looking at the lesson. If you’re not sure,
check the lesson before answering.
After you answer a question, you’ll receive immediate results and feedback. You’ll find out whether
you answered correctly, what the correct answer was (in case you missed it), and also the page number
in the lesson where the information can be found. Take time to review any material you’re not completely clear on.
At the end of the test, you’ll receive your overall results. Then you’ll be able to continue to the next
step in your coursework.
If you have questions or need help, please contact us. You can use this website – just click on
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