The Mystique of Diamonds

The Diamond Course

Diamond Council of America © 2015

The Mystique
of Diamonds
In This Lesson:
• Magic and Romance
• Nature’s Inspirations
• Adding to the Spell
• Diamonds and Time
• Diamond Occasions
• Diamond Personalities

MAGIC AND ROMANCE

In most diamond presentations, it’s important to cover the
4Cs. A little information about topics such as formation,
sources, mining, or cutting can often help, too. In every pre-
sentation, however, it’s essential to identify and reinforce the
factors that make diamonds valuable and important – in
other words, truly precious – to each customer. After all,
purchase decisions involve the head, but the desire to own
or give a diamond almost always springs from the heart.
That’s the realm of magic and romance.
The emotional meanings of diamonds have
many origins and they have evolved over thou-
sands of years. Diamond’s unique beauty and
remarkable properties have helped create some of
the deepest meanings. Others have come from
cultural traditions, the glamour of celebrities, and the
events of individual lives. In a sales presentation, you need to The desire to own or give diamond
jewelry springs from the heart, not
determine which of these elements will resonate for the cus- from the head.
tomer you’re serving.
Photo courtesy Andrew Meyer Jewelry.

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The Mystique of Diamonds

It’s important to remember that people most often buy

diamonds to symbolize love or to celebrate personal mile-
stones. Sometimes the motivation for buying is obvious – for
example, with an engagement ring. Other times, you will
identify it by involving the customer in a conversation about
themselves and the occasion, and about the notions or feel-
ings the customer wishes to express. That will tell you
exactly what he or she wants the diamond to “say.”
Once you understand the primary motives for a pur-
chase, you can tickle them in appropriate ways. This lesson
provides information and ideas you can use for that purpose.
It will give you the keys you need to open the magic and
romance of diamonds to your customers.

People most often buy diamonds

to symbolize love or personal
milestones.
Photo courtesy Lazare Kaplan.

Lesson Objectives
When you have successfully completed
this lesson you will be able to:
• Link diamond symbolism to value factors.
• Share diamond myths and folklore.
• Present diamond as a birthstone.
• Explain the origins of diamond occasions.
• Discuss famous people associated with diamonds.

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NATURE’S INSPIRATIONS
Diamond’s nature and amazing characteristics have inspired some
of the oldest and strongest elements of its allure. You’ve already
learned that diamond is the hardest material known. It’s also very
tough. Reflecting these properties, the name of the gem itself comes
from the Greek word adamas, which means “unconquerable.”
For centuries, most people regarded diamonds as indestructible.
One old story says if you place a diamond on an anvil and strike it
Diamond is the hardest material
with a hammer, the hammer and anvil will break, but the diamond in the world and is also very
won’t be harmed. Through a process of mental association, people tough. Its name comes from the
came to believe that diamonds bless their owners with strength, cour- Greek word “adamas” meaning
“unconquerable.”
age, success, and enduring love.

Even today some consumers mistakenly think dia-

monds are unbreakable. Of course, you need to advise
your customers that any gem requires proper care and
make sure they know how to take care of diamonds
they own or purchase. (You’ll find out more about this
in Lesson 16.) On the other hand, you can stress the
benefit of diamond’s superior hardness and toughness
– that is, its excellent wearability. If customers are
curious, you might tell them some of the beliefs tradi-
tionally linked with diamond’s durability, too.

You need to advise your customers that every

gem requires proper care, but you can stress the
benefit of diamond’s superior hardness and
toughness and its excellent wearability.
Photo courtesy JCK.

The shapes of diamond crystals have always caused wonder

and speculation. As you learned in Lesson 9, scientists now
know that the carbon atoms in diamond crystals are arranged
with almost perfect symmetry. Under favorable growth condi-
tions, this structure produces geometric crystal forms of great The shapes of crystals have caused
wonder and speculation through the
beauty. One of these is the octahedron, which looks like two pyr- ages. Diamond octahedrons and
amids joined base-to-base. similar crystals seemed to embody
the supreme order of the universe.

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The Mystique of Diamonds

To philosophers in the past, diamond octahedrons and other geo-

metric crystals represented the order of the universe. They symbol-
ized the highest levels of mental, emotional, and spiritual balance.
Consumers today see diamonds after they’ve been cut and polished.
You can say, however, that cut styles such as the round brilliant and
princess cut mirror the internal symmetry of the crystal. Therefore, a
diamond’s outward form still conveys the classic meanings.
The visual qualities we prize in diamonds have given rise to other
associations. When discussing the 4Cs, you might mention that dia-
mond’s clarity has long been equated with peace of mind and purity Diamond’s clarity and colorlessness
of heart. The same is true of diamond’s colorless appearance. Its bril- have long been equated with
peace of mind and purity of heart.
liance and fire have been seen as tokens of enlightenment and the
energy that sustains all living things.

ADDING TO THE SPELL

To the symbols and meanings derived from diamond’s natural character-
istics, human cultures have added many others. Around the world and
throughout the ages, people have fallen under diamond’s spell. Each genera-
tion has woven new strands of romance for those who follow.
According to some old legends, diamonds are born from heavenly rain or
lightning. This belief may be echoed by one of India’s ancient languages. In
Sanskrit, the word vajra means both “diamond” and “thunderbolt.”
Other traditions say that diamonds are splinters of broken stars. They’re
supposed to bestow wealth, friendship, eternal youth, and happy marriage.
The Romans believed Cupid’s arrows were tipped with diamonds, and a
poem from the 2nd century reads:
Various cultures have
contributed many symbols “The Evil Eye shall have no power to harm
and meanings derived
from diamond’s natural Him that shall wear the diamond as a charm,
characteristics.
No monarch shall attempt to thwart his will,
Photo courtesy H.V. Guenther.
And even the gods his wishes shall fulfill.”

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As time went on, the list of diamond’s magical attri-

butes kept getting longer and longer. Eventually its pow-
ers were said to include the ability to bring sweet
dreams, ward off evil spirits, make the wearer invisible
and even to raise the dead!
An old English ballad credits diamond with being
able to signal a lover’s infidelity. In the ballad, a princess
gave her hero a diamond ring before he left on a voyage.
While he was at sea, he noticed the diamond had lost its
gleam. He took that to mean that his lover had been
unfaithful so he hurried back home just in time to stop
her from marrying another man.
Like many gems, diamonds were once used for Some traditions say diamonds are splinters of
medicinal purposes. (They were usually crushed into broken stars, possessing the ability to bestow
wealth, friendship, eternal youth and happy
powder and then swallowed.) In Europe during the marriage.
Middle Ages, diamonds were supposed to cure bladder
Photo courtesy Jordan Meryl.
infections, insanity, jaundice, leprosy, and plague. The
higher the quality, the more effective the treatment.
During the same period, symbolists found hidden
meaning in “diamante”, the Italian word for diamond.
From it they deciphered “amante de Dios,” which trans-
lates “lover of God.” Meanwhile, in India, Hindus
believed that offering a diamond to the god Krishna
would guarantee eternal life in the highest heaven.
Today’s customers are likely to head for the door if
you start talking about infectious disease, but some
might be interested to learn that people still believe dia-
monds have healing powers. New Age gem therapists
use diamonds to increase personal clarity and balance
the physical, psychological, and spiritual sides of life.
Like many gems, diamonds were used for
medicinal purposes to cure bladder infections, Many customers are intrigued by colorful tidbits of
insanity, jaundice, leprosy and the plague. diamond lore. When you share these – whatever they are
– you might add that a number of cultures have believed
a diamond’s magic is enhanced when it’s given as a gift.

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The Mystique of Diamonds

DIAMONDS AND TIME

Associations between gems and time go back to the dawn of
history and have existed in almost every culture. The oldest asso-
ciations were to the sun and moon, the visible planets, and the
constellations of the zodiac. In this primal system, dia-
mond was the gem of the sun, and pearl belonged to the
moon. These galactic concepts marked the passage of
time for our early ancestors.
As time evolved, emphasis shifted to assigning
gems to the months of the yearly calendar. There
have also been gems delegated for the seasons, the
days of the week, and even specific hours.
At first people wore certain gems at certain times –
for example, January’s gem in January and February’s
gem in February. This was supposed to maximize the benefit
from each gem’s magic powers. Eventually a bond was forged between the gem
for the time and the person born at that time. This created the birthstone tradition.
With differing gem resources, beliefs, and histories, different cultures naturally
developed different birthstone selections. Although birthstones didn’t become pop-
ular in Europe until the 1700s, scholars trace many Western birthstone choices to
the Bible. The book of Exodus describes a sacred breastplate that contained twelve
gems symbolizing the twelve tribes of Israel. This is considered the original
source.
Diamond has been a birthstone for thousands of years. In ancient India it was
given to those born under the signs now called Taurus (April 20 to May 20) and
Libra (September 23 to October 23). Today’s Western zodiac charts list diamond
as a lucky gem for Taurus and Aries (March 21 to April 19).
Since the 1800s diamond has been designated as the April birthstone in Europe
and America. It’s also considered the gem for winter, Saturday, and 12 noon.

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BIRTHSTONES
O ver the years, a number of birthstone lists have been
used in the US. The following is the most current one:

MONTH GEM
January . . . . . . . . . Garnet
February . . . . . . . . Amethyst
March . . . . . . . . . . Aquamarine or Bloodstone
April . . . . . . . . . . . Diamond
May . . . . . . . . . . . Emerald
June . . . . . . . . . . . Pearl, Moonstone, or Alexandrite
July . . . . . . . . . . . . Ruby
August . . . . . . . . . . Peridot or Sardonyx
September . . . . . . . Sapphire
October . . . . . . . . . Opal or Tourmaline
November . . . . . . . Topaz or Citrine
December . . . . . . . Tanzanite, Turquoise, or Zircon

This list is based on older ver-

sions, but with additions that
appeal to modern consumers.
Although it’s widely known, you
may run across slight variations
from different sources, particularly
if they’re older or were published
outside the US.
Customers assume that profes-
sionals know the birthstones so be
sure to memorize the list. You can
learn about the choices other than
diamond in The Colored
Gemstones Course by DCA.

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DIAMOND OCCASIONS
In Lesson 7 you learned that engagements, wed-
dings, and anniversaries are the most frequent occa-
sions for giving diamonds. Some customers may
wonder how this became the custom. Sharing a little
background information can give them insights into
purchases they may be considering. It can also begin Over time, “diamond anniversaries” have grown to
or continue a conversation that allows you to learn include the 10th, 25th, 60th and 75th. In fact, any
more about them. anniversary is perfect for expressing renewed love
with a gift of diamonds.
From a historical standpoint, anniversaries are Photo courtesy Mr. Baguette.
the newest diamond occasions. Although domestic
partners have received and exchanged presents since
the earliest human societies, official gift lists for
anniversaries didn’t appear until the 1800s. Placing the ring
On older lists, diamond was assigned only to the
75th anniversary. Over time, though, the “diamond
on the 4th finger
years” grew to include the 10th and 60th anniversa- of the left hand
ries as well. Today the 25th anniversary is another
diamond occasion. In fact, any anniversary is perfect began with
for expressing love with a gift of diamonds.
the Romans.
Engagement and wedding rings evolved from a
single ancient custom. In Roman times, future brides
and grooms gave each other gold betrothal rings to
seal their pledge of commitment. Later came the
practice of giving rings at both the betrothal and the
wedding. Placing the ring on the fourth finger of the
left hand also began with the Romans (or possibly
even earlier with the Egyptians). This came from the
belief that there’s a direct connection between that
finger and the heart.
Placing the engagement ring on the fourth finger of
the left hand came from the Roman belief that
there’s a direct connection between that finger and
the heart.

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Historians don’t know precisely when diamonds

became associated with engagement. The first written
record implying a link is more than 500 years old. In
1477 Archduke Maximilian of Austria was betrothed to
Mary of Burgundy. Maximilian was a struggling
prince, and Mary was heiress to a realm that included
Belgium, the Netherlands, Luxembourg, and large parts
of France. In negotiating the arrangements, one of
Mary’s advisors sent Maximilian a letter stating, “At
the betrothal your Grace must have a ring set with a
diamond and also a gold ring.” The ring Mary of Burgundy received
from Archduke Maximilian in 1477.

Before the discovery of

diamonds in South Africa,
they were considered
exclusively for royalty.

The following centuries saw diamonds grow to be a

hallmark of royal courtship. After the South African discov-
eries in the late 1800s, diamonds also became more avail-
able to common citizens. By the 1950s diamonds were very
much a part of modern romance. Today 8 out of 10 first-
time brides in the US receive a diamond engagement ring.
The number is almost as high even in countries such as
By the 1950’s diamonds were integral
to modern romance. Today, 8 out of Japan, which have no old historic traditions concerning dia-
10 first-time brides in the US receive a monds.
diamond engagement ring.
Photo courtesy Winward Scott Kay.

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DIAMOND PERSONALITIES
The story of Mary and Maximilian illustrates the fact
that people have created much of diamond’s magic and
romance. Through most of history, laws decreed that dia-
monds could be worn only by royalty. Today, kings and
queens appear mainly in books and movies. The aura of
regal splendor that they imparted to diamonds, however,
still lingers.
Most people aren’t history buffs, but there are a few
royal names your customers might recognize:
• Louis XIV (1638 - 1715) ruled France during one
of its greatest periods. Louis was often called the
Sun King, and he made the French Crown Jewels
one of the most magnificent diamond collections
that ever existed. Around 1670 he purchased the
French Blue Diamond, from which the Hope was
probably cut. (The Hope’s story is in Lesson 4.)
On formal occasions, Louis wore so many dia-
monds that one observer said he “crackled” when Louis XIV was said to wear so many diamonds
he walked. he “crackled” when he walked.

• Queen Marie Antoinette of France (1755-

1793) loved diamonds, too. However,
they contributed to her downfall. A woman
connected with Marie’s court tricked a
powerful nobleman into buying the queen
a spectacular necklace set with more than
600 diamonds. Then the woman stole it.
There’s no evidence that Marie was
involved in the crime. Nevertheless, the
events that followed led to a public
Antique uproar, and the “Affair of the Necklace”
diamond helped to trigger the French Revolution.
necklace.

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• Queen Victoria (1819-1901) had the longest reign in English history. She ruled from 1837
to 1901 and gave her name to an entire era. She was the official head of an empire that
included Great Britain, Australia, Canada, India, Ireland, New Zealand, and much of
Africa. Queen Victoria is usually identified with the somber mourning jewelry she wore in
later years. She began public life, however, in a blaze of glory. There were more than
2,400 diamonds in the crown Victoria wore for her coronation in 1838.
In modern times, popular entertainment and celebrities have
continued to enhance the glamour of diamonds.
Hundreds of movies have had diamonds in their plot
lines, and in many more they’ve served as glittering
props. For example, in the 1953 musical-comedy
Gentlemen Prefer Blondes, Marilyn Monroe wore the
24-carat Moon of Baroda Diamond. In that film she
also immortalized the line, “Diamonds are a girl’s best
friend.” (It was the title of a featured song.) About a
decade later, a large diamond with a distinctive inclu-
Marilyn Monroe
sion was a key element in the 1964 comedy The Pink
immortalized the
Panther. The story of Marie Antoinette and her ill-fated line, “Diamonds are
jewelry was told in the 2001 movie The Affair of the a girl’s best friend”.
Necklace. Publicity photo for
Gentlemen Prefer
Blondes (1953).

Outside their screen roles, movie stars have added real-life

romance to diamonds. In 1969 Richard Burton gave Elizabeth
Taylor a 69-carat diamond, which the couple named the Taylor-
Burton. When Cartier displayed the diamond in New York,
thousands of people waited for hours in the rain and cold for a
chance to see it. In 2002, Ben Affleck created an instant craze
for fancy colors when he gave Jennifer Lopez an engagement
ring set with a 6-carat intense pink diamond.
Every year awards shows like the Emmys, Grammys,
Golden Globes, and Oscars are among the most-watched pro-
Elizabeth Taylor - wearing the 69 grams on TV, and diamonds always glitter in the spotlights. To
carat Taylor-Burton diamond - gave
real-life romance to diamonds.
make sure they do, prestigious salons and top designers loan
attending celebrities millions of dollars worth of jewelry.

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The Mystique of Diamonds

Although diamonds are most closely associated

with female celebrities, women don’t support dia-
mond tradition all by themselves. Male superstars do
their part, too. (You might mention this if you get
and objection like, “He doesn’t wear diamonds.”)
For example, renewing the ancient bond between
diamonds and success, each year’s Super Bowl,
World Series, and NBA Championship rings sparkle
with diamonds.

Angelina Jolie wore a

diamond masterpiece
featuring a 30-ct. oval
Actress Maria
diamond, 22.34-ct. and
Menounos at the 2012
11.02-ct. emerald-cut
Golden Globe Awards,
diamonds, and a 9.26-
accessorizing a bright
ct. pear-shape diamond,
yellow dress with a
all D color and Internally
5-carat yellow diamond
Flawless.
ring by Harry Kotlar.
Photo courtesy JCK.

In 2004, Charlize
Theron set the tone
with her drop earrings
and open cuff bracelet.
In 2000, presenter Salma Hyak
Photo courtesy JCK. wore a $5 million, 6-ct. pink
diamond ring.
Photo courtesy JCK.

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Mentioning facts like these can help you tie the heritage
of the past to current events and your customers’ own
dreams or accomplishments. Even more important is recog-
nizing, however, that diamonds are part of a never-ending
story that surrounds each of us. Movies, magazines, books,
television, friends, family, and personal experience all con-
tribute in one way or another. By increasing your awareness
of the rich traditions associated with diamonds – and then
sharing them – you’ll help your customers appreciate the
true value of the most magic and romantic of all gems.

The House of Harry Winston presented Mark

McGwire a custom-created diamond ring when
he set the home-run record in 1998.
Photo courtesy The House of Harry Winston.

Rings commemorating
sports championships
renew the ancient
bond between
diamonds and success.
Mark McGwire’s diamond ring - a gift from
The House of Harry Winston.
Photo courtesy The House of Harry Winston.

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RECAP OF KEY POINTS

• It’s essential to identify and reinforce the personal factors that
make diamonds valuable to each customer. Once you under-
stand the motives for owning or giving diamonds, you need to
underscore them in your presentation.
• Diamond’s natural characteristics inspire much of its symbol-
ism. Superior hardness and toughness led people to believe
diamonds give strength, courage, success, and love. Beautiful
geometric crystals symbolized mental, emotional, and spiritual
balance. Clarity and colorlessness were equated with peace of
mind and purity of heart. Brilliance and fire are said to bring
forth enlightenment and creative energy.
• Over the centuries, different cultures made their own additions
to diamond’s magic powers. Eventually the list included the
ability to guarantee wealth, friends, eternal youth, happy mar-
riage, and sweet dreams. They were also supposed to ward off
evil spirits, make the wearer invisible, raise the dead, signal
infidelity, and cure diseases.
• Diamond is the birthstone for April, winter, Saturday, and the
hour of 12 noon. It’s also considered a lucky gem for people
born under the signs of Taurus and Aries.
• Diamonds have been part of engagement since at least 1477,
when Archduke Maximilian gave Mary of Burgundy a betroth-
al ring set with a diamond. Diamond is the accepted gem for
the 10th, 25th, 60th – and every other – anniversary.
• Famous people and popular entertainment have contributed to
diamond’s allure. Diamond personalities include history’s
kings and queens as well as today’s celebrities.
• It’s important to recognize that diamonds are part of a story
that surrounds each of us every day – and to learn to use that
story in your professional work.

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LESSON 14 FOLLOW-UP CHECKLIST

____ Think about the ideas and emotions that diamonds represent for you
personally. What makes diamonds magic and romantic for you?
Remember that it’s perfectly acceptable to share these personal mean-
ings with customers.
____ Make a quick list of the most popular occasions for purchasing dia-
monds – engagement, anniversary, birthday, job promotion, and so
forth. Next, pick out two or three items of diamond symbolism or folk-
lore you could relate to each one.
____ Identify current examples in the ongoing story of diamond magic and
romance – celebrities, movies, other media and even television ads.
Then, with your manager and coworkers, discuss how you might use
these in presentations.
____ Memorize the US birthstone list. Like the 4Cs, this is information cus-
tomers expect every jewelry professional to know and often, birthstone
jewelry has diamond accents.

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Lesson 14 Self-Test
T his lesson also includes a Self-Test that’s designed to help you gauge your comprehension of the
lesson material. The test is an important part of the learning process, so be sure to complete it.
When you're ready to take the test, go to the Course Materials page (the one that lists all the lessons and
click on "Take Self-Test." Make certain you select the test for this lesson.
All questions in the test are based on Lesson 14. More than one answer for a question might seem
correct, but you should select the one best answer based on the lesson discussion.
As you take the test, you may refer to the lesson. To do this, you’ll need to have the lesson loaded in a
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At the end of the test, you’ll receive your overall results. Then you’ll be able to continue to the next step
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If you have questions or need help, please contact us. You can use this website – just click on Help.
You can also email studenthelp@[Link] or phone 615-385-5301 / toll free 877-283-5669.

After you take the Self-Test for this lesson,

you’ll be ready for Progress Evaluation 3.
This includes Learning Evaluation 3 plus
Training Evaluation 3 and Satisfaction Evaluation 3.

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