Weddings are symbolic of new beginnings. In the midst of a cataclysmic event such as this pandemic, celebrating love between two people and the union of families take on an even deeper meaning—hope, a fresh start and a promise of renewal.
Not to take the romance out of it, but a diamond engagement ring, especially during a crisis, is a store of value, an object of investment—like fine art, only wearable. For many people of marrying age who are astute with finances, that added value could rationalize a luxurious purchase during difficult times.Tiffany Setting diamond engagement ring in platinum and Tiffany Embrace band ring in platinum with diamondsAt Tiffany & Co.
Each ring comes in its signature Tiffany Blue box, the sight of which is said to make a woman’s heart beat 20 times faster. In one interview, Tiffany CEO Alessandro Bogliolo said that millennials, the core market of its wedding jewelry today, have a different approach to buying diamonds than the generations before them who fell in love, bought a ring and got married.
This assures its customers that every diamond sold at Tiffany is guaranteed conflict-free, or not mined in a war zone or not sold to finance a war.
Yes, keep consooming products you don't need.
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