A woman’s ‘affair’ with ‘love’ and real ‘diamonds’ is timeless. In fact a ‘real diamond’ is the troika of the ‘love duets’ in her life!

The diamond desire mania starts from her early years. For example a girl’s ‘Forever Present’ father gifts her life’s first-ever real diamond to commemorate their growing up journey. After all, only a real diamond can best capture and preserve a girl’s best moments of life.

As a young adult, a girl seeks and finds love multiple times. Gen-Next is celebrating the discovery of their soul-mates with diamonds. Several leading diamond jewellery retailers have unveiled ‘Soul-Mate’ collections to capitalise on this trend. The logic is simple. The real diamond is symbolic and significant because these days, finding one soulmate from among millions is like a pin in a haystack.

Social media (especially dating sites) has expanded the world of Gen-Next and their chances of finding their chosen one has increased and become faster. But in reality, Gen-Next has become lonelier and it is struggle to discover the one truly meant for a girl in a pack of millions. So finding your partner is a celebration akin to finding a natural diamond.

The third phase of her woman is one when she gets ready to transition towards starting her householder life. The most significant moment in this journey is when her lover proposes to her with a real diamond.

What’s my marriage and relationship worth? – asks every girl and woman. A woman projects the value of the real diamond gifted to her on to herself. She tells herself, “He is giving me diamond of great value as he values me greatly.” The real diamond adds to her self-confidence, self-belief, self-worth and self-esteem. A real diamond cements the relationship of millennials as they grow older in their fast-paced world. Your diamond will reveal if you are the ‘real love’ of your partner or just a substitute.

Therefore a natural diamond gifted to a girl/woman is as unique as her relationship with her loved one. Relationships are one-to-one and never shared or mass — therefore only a natural diamond can capture the serendipity of a relationship and commitment.

For women, there are several moments or culturally relevant occasions of showing love for self, family and friends and self-celebration showcasing their independence or personal/professional milestones. These include engagement ceremony, marriage, anniversaries, festival time, friendship days, baby shower, new home ritual, love for children, etc. Real diamonds signify each one of these occasions.

Just as a woman finds several moments in life to love and live, diamonds have been her best friends forever (BFFs).