A silver lining shines through the COVID-19 global pandemic: we’re reimagining the traditional - lifestyles, workplaces and now, wedding ceremonies. Unsave the dates are mailed, cotton masks hide faces in lieu of lace veils. Reduced to the essential, can we learn to create our own traditions? With the ceremony no longer the only milestone, an opportunity arises to focus on something more intimate: the ring. 

For decades, one stone has signified the size and perfection of a married-to-be couple’s love - the diamond. Before WWII, only 10% of engagement rings were diamond. Everything changed in 1947 when De Beers marketing campaign introduced “diamonds are forever.” Those immortal words set off an industry, establishing the idea that only one type of stone could signify marital union. It’s true that the diamond tells the story of a couple’s love and commitment, but it also tells the story of a powerful marketing campaign and the influence of advertisement. Colored stones exist outside of the conventional ideal created by De Beers, and allow a couple to choose their story.

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