Diamond Articles

Why Diamonds are Expensive

November 6, 2018 - Diamond Articles
IMAGE
Diamonds are synonymous with glamour, everlasting love, and for some people, a diamond ring marks the beginning of their married life. Throughout history, diamonds have been coveted for their beauty, rarity and prestige. As diamonds play a role in our everyday lives from romantic engagement rings, delicate jewellery, to even industrial tools, you may have asked yourself why diamonds can command astronomical prices. As one of the leading diamond buyers and experts, we are going to tackle this burning question and explain why diamonds are expensive.

 

Why diamonds are expensive:

  1. DeBeers ingenious advertising
  2. Market demand
  3. High jewellery store mark-ups

 

1. De Beers ingenious adverting

Founded in 1888, De Beers is one of the world’s leading diamond companies and has pursued diamond exploration and mining across the world. It is largely because of De Beers’ ingenious advertising that diamonds are the must have gemstone for any bride to be.

Diamond sales fell during the Great Depression into the 1930’s as they were perceived as an extravagance for the wealthy to indulge in. De Beers wanted people from all walks of life to fall in love with diamonds, so the company hired the adverting agency N.W. Ayer to reignite public interest in diamonds. In 1947, De Beers debuted their beloved motto, “A diamond is forever”, which met with massive success and endures to this day. De Beers understood that creating an emotional connection with diamonds was essential to generate sales.

In addition to the creation of their timeless motto, they worked to influence public perception of diamonds and reinforce a tradition of gifting a diamond ring as a sign of betrothal. In the 1940s, De Beers implemented a program where they would visit high schools to teach young men and women about the value and romantic nature of diamond rings.

Why Diamonds are Expensive

In the following years, De Beers would lend beautiful diamond jewellery to celebrities and other members of high society which enabled them to provide, “stories and society photographs to selected magazines and newspapers which would reinforce the link between diamonds and romance.” This way, the everyday person could aspire to buying and wearing beautiful diamond jewellery like their favourite celebrities. De Beers’ aggressive marketing continued into the 1980s, where they launched a series of ads which stated, “Isn’t two months’ salary a small price to pay for something that lasts forever?”. This ad further perpetuates the notion that diamonds are expensive and are a prerequisite for any marriage

 

2. Market demand

Prior to the 1800s, diamonds were considered to be very rare and were mostly found in India and Brazil. However, in the second half of the 1800’s, a large crater was discovered in Kimberley, South Africa with a trove of diamonds. With this massive discovery, diamonds could become more accessible to the market, thereby lowering the price of these gemstones. This influx of diamonds on the market would lower the rarity and therefore the value of diamonds. To thwart a decline in diamond prices, De Beers bought the diamond mines in Kimberley.

Why Diamonds are Expensive

With ownership of these mines, De Beers was now able to tightly control the global diamond supply. De Beers would only release enough diamonds onto the market to meet annual demand, creating the appearance that diamonds were rarer than they actually were, enabling them to inflate diamond prices. Today, there are about 20 major diamond mines in operation that produce over 120 million carats of diamonds a year, most of which are now unrelated to DeBeers.

 

3. High jewellery store mark-ups

If you ever stepped into a jewellery store, you’re no stranger to how expensive diamond jewellery can be. Another reason why diamonds are expensive is because jewellers place high mark-ups on their diamond jewellery, which according to Business Insider, is 100% to 200% (known in the trade as “keystone” for 100% or “double keystone” for 200%).  With the need to carry inventory (some of it very slow moving) and cover operating costs, such mark-ups are a necessary evil.

Online jewellery stores, on the other hand, do not have to pay for a storefront, they can carry “virtual” inventory (they don’t have physical possession of it and can simply order it if they sell it online), they maybe don’t need as many employees and some of the other expenses that come with a physical store. This means that online jewellers are able to (but don’t always!)  offer better prices.

 

How to afford diamond jewellery

Now that you know why diamonds are expensive, you may be wondering how you can afford diamond jewellery without breaking the bank? The good news is that WP Diamonds is here to help. Sell or trade-in your current jewellery and watches that you no longer wear and put the money towards the diamond jewellery of your dreams.

At WP Diamonds, we are expert diamond, fine jewellery and luxury watch buyers with an international presence. Our team of GIA trained gemmologists have an in-depth understanding of the second-hand luxury market, meaning that we can provide you with strong offers for your pieces.

Selling your loose diamonds, fine jewellery and luxury watches with WP Diamonds is a completely free and painless process. Our secure and trusted service has earned us hundreds of positive customer reviews. Sell in as little as 48 hours, simply complete our online form to get started. When you use our upgrade program, you can even receive 10% more on your offer in the form of store credit with our diamond, watch and jewellery partners, to make buying diamond jewellery even more affordable. Just keep in mind that you will need to add VAT to the final price of the item that you are upgrading to, as US companies show prices without tax included and you will have to pay VAT on the import to the UK.

 

How to sell diamonds, jewellery or watches:

  1. GET A PRICE QUOTE: Complete our online form with information about your diamonds, jewellery or watches. You will shortly receive an initial price quote from one of our experts.
  2. GET A FINAL PRICE: To receive your final offer, you can schedule an appointment at one of our comfortable and secure offices or use our mailing service. We can provide you with a free Special Royal Mail Pack which ensures that your diamond is protected, fully insured and trackable. When your pieces arrive, they will be opened on camera and shortly evaluated by our experts.
  3. GET PAID: We will then contact you with a firm offer and detailed explanation of how we came to that price. You can accept your offer by bank transfer. There is never any obligation to sell and you can have your items returned to you through a free Special Royal Mail Pack.

Click the button below to see how much you can get paid for your loose diamonds, jewellery and watches.

Author
Bio: Written by one of our diamond, designer jewelry or luxury watch experts. With over 150 years of combined experience, our experts are able to comment on trends, share industry knowledge and provide diamond, designer jewelry and luxury watch education.

What To Do Next

Related Articles
Diamond Articles: Diamond Shapes 
IMAGE

For centuries diamonds have captivated us with their unparalleled beauty, elegance and versatility. Today, we are going to discuss the 10 most popular diamond shapes, also referred to as diamond cuts. From the ...


IMAGE

Whether you have been shopping around for a new diamond or thinking about upgrading a current diamond, you may have asked yourself, “What kind of diamond sparkles the most?”. As diamonds are a major purchas...


IMAGE

There seems to be an endless array of conflicting information for determining what diamonds are worth. But finding out what your diamond is worth does not need to be a difficult process. We are here to guide yo...



We guarantee the safety, security, and privacy of your valuables

We're Proudly Accredited By

Better Business Bureau Logo
  • NPA Logo
  • JVC Logo
  • Better Business Bureau Logo
  • Jewelers Board of Trade Logo
  • NAJ Logo