A Diamond Is Only Rare If You Believe the Marketing

Jan 24
3 min read

Diamonds: they’re shiny, they’re expensive, and they’ve been marketed as the ultimate symbol of love, status, and eternal value. But are diamonds truly rare? Or is their perceived scarcity a carefully constructed illusion that has been sold to us over decades? It’s time to take a closer look at the narrative we’ve been fed and rethink what makes something truly precious.

The Myth of Rarity

Ask anyone on the street, and they’ll tell you that diamonds are rare. That belief has been ingrained in our collective consciousness for over a century, but here’s the truth: diamonds are not rare in the geological sense. Millions of carats of diamonds are mined every year. In fact, they’re one of the most abundant gemstones on Earth.

The idea of diamond scarcity was largely manufactured by the marketing brilliance of De Beers in the early 20th century. They introduced the concept of "A diamond is forever" and used it to build an emotional connection between diamonds and milestones like engagements and anniversaries.

To enforce the illusion of rarity, they tightly controlled supply and prices through their global diamond cartel. The result? People began to associate diamonds with exclusivity, even though they are far more common than their price suggests.

The Emotional Markup

Diamonds are valuable because we’ve been told they are valuable—not because they’re inherently rare or irreplaceable. The markup on diamonds isn’t just monetary; it’s emotional. Society has been conditioned to believe that a diamond is the ultimate expression of love and commitment. It’s not just a stone—it’s a symbol.

But here’s the question we should ask ourselves: does the diamond itself hold intrinsic value, or is its worth tied to a story that has been sold to us? Love doesn’t need to be measured in carats, and value doesn’t need to come from a marketing slogan.

The Rise of Lab-Grown Diamonds

The emergence of lab-grown diamonds is exposing the cracks in the narrative of diamond rarity. These diamonds are chemically and visually identical to their mined counterparts but are far more affordable and ethically produced. Yet, the traditional diamond industry has fought hard to discredit them, labeling them “fake” or “not real” to protect their market dominance.

Lab-grown diamonds challenge the idea that rarity equals value. They prove that something can be beautiful, meaningful, and accessible without being "rare." This shift is forcing consumers to reevaluate what they’re paying for when they buy a diamond—is it the stone itself, or the story they’ve been sold?

What Makes Something Precious?

If diamonds aren’t truly rare, then what makes something precious? The answer lies in individuality and meaning. True value comes from the personal connection we have to a piece, not its price tag or perceived exclusivity.

A family heirloom passed down for generations, a bespoke piece designed to tell your story, or a piece crafted with ethical and sustainable practices—these are the things that should define preciousness, not mass-marketed ideas of rarity.

The Future of the Diamond Industry

The diamond industry is at a crossroads. Consumers are more informed than ever, and they’re beginning to see through the manufactured scarcity. The rise of lab-grown diamonds and the growing demand for transparency and sustainability are reshaping the way people view value in jewelry.

For the industry to remain relevant, it needs to embrace this change. Instead of selling rarity, it should focus on selling authenticity, craftsmanship, and ethical practices. Diamonds may no longer hold the same mythical status, but that doesn’t mean they can’t still be beautiful and meaningful in a new way.

Rethinking Rarity

A diamond’s true value lies not in its perceived scarcity but in the meaning we attach to it. The narrative of diamonds as rare and priceless is a relic of the past—a carefully constructed marketing illusion. It’s time to move beyond the myth and embrace a new definition of preciousness, one that values authenticity, individuality, and the stories we create, not the ones we’ve been sold.

What do you think? Is it time to let go of the diamond myth, or does it still hold a special place in your heart? Share your thoughts below.

Is it time to let go of the diamond myth, or does it still hold a special place in your heart?