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People buy diamonds for many reasons, but the most important is for their emotional symbolism. I’ve just come from watching focus groups of buyers of Forevermark diamonds in China and they talk very similarly to American brides. They see the diamond in their wedding or engagement ring as representing their aspirations and dreams for their life together. It’s emotionally symbolic. The symbolism gets underpinned by other important factors. The inherent beauty of the diamond — there is something magical about the way in which diamonds handle light — and the sense that the diamond has lasting value which underpins the product’s ability to symbolize important emotion between couples. If diamonds didn’t have those things it wouldn’t work as a symbol, but the underlying motivation is that it’s symbolic of the couple’s dreams and aspirations.mail me at afrodiamons@aolmailcom
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