Are diamonds really forever?
“Diamonds are forever” is a phrase made famous by a 1940s advertising campaign for de Beers, the famous diamond company, during a time when diamond sales were declining. The tagline aimed to link diamonds with eternal love and commitment — and it worked. The campaign transformed the way the world viewed engagement rings and is considered one of the most successful advertising slogans of the 20th century.
However, it has actually become a cultural truth. When viewed through the world of antique jewellery, the sentiment becomes richer and more meaningful.
Antique diamond jewellery often proves that diamonds do indeed stand the test of time. Rings, brooches and pendants from the Georgian, Victorian, and Edwardian eras still sparkle with their original stones, passed down through generations. The durability of diamonds is well-known and is just one part of the story. The expert craftsmanship and design are another. Antique settings often feature hand-cut stones, such as old mine cuts or rose cuts, which carry a softness and character that modern precision-cut diamonds often lack.
However, while the stones may last forever, styles and values evolve. What was once seen as traditional or ornate may now be considered a statement piece, appealing to those who value sustainability, history, and individuality in their jewellery. People are making a conscious decision to wear something with a past.
In this sense, diamonds in antique jewellery are forever — not just as physical gems, but as stories. They remind us that jewellery is more than something beautiful to wear; it’s legacy. Whether worn as a romantic heirloom or a unique vintage find, antique diamond jewellery continues to shine.
Originally published in the Purbeck Gazette on 18th August 2025.
