The Mystique of Diamonds - Diamond Council of America · partners have received and exchanged...

The Mystique of Diamonds

The Diamond Course

Diamond Council of America © 2015

ND OL 2015

1The Diamond Course 14

D i a m o n d C o u n c i l o f A m e r i c a ©

The Mystiqueof DiamondsIn This Lesson:• MagicandRomance• Nature’sInspirations• AddingtotheSpell• DiamondsandTime• DiamondOccasions• DiamondPersonalities

MAGIC AND ROMANCEIn most diamond presentations, it’s important to cover the

4Cs. A little about topics such as formation, sources, mining, or cutting may also help. In every presentation, however, it’s essential to identify and reinforce the factors that make dia-monds valuable and important – in other words, truly pre-cious – to your customer.

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 have evolved over thousands of years. Diamond’s unique beauty and remark-able properties helped to create some of the deep-est meanings. Others have come from cultural tra-ditions, the glamour of celebrities, and the events of individual lives. In a sales presentation, you need to determine which of these elements will resonate for the customer you’re serving.

The desire to own or give diamond jewelry springs from the heart, not from the head.

Photo courtesy Andrew Meyer Jewelry.




It’s important to remember that people most often buy diamonds to symbolize love or celebrate personal mile-stones. Sometimes the motive for buying is obvious – for example, with an engagement ring. At other times, you can identify it by involving the customer in a conversation about themselves and the occasion – as well as the ideas or feel-ings the customer wishes to express. This will tell you what he or she wants the diamond to “say.”

Once you understand the primary motives for a pur-chase, you can address them in appropriate ways. This les-son provides information and ideas you can use for that pur-pose. It will give you the keys you need to open the magic and romance of diamonds to your customers.

Lesson ObjectivesWhen you have completed this lesson you will be able to:

• Linkdiamondsymbolismtovaluefactors.• Sharediamondmythsandfolklore.• Presentdiamondasabirthstone.• Puta“spotlight”ondiamondoccasions.• Discussfamouspeopleassociatedwithdiamonds.

People most often buy diamonds to symbolize love or personal milestones.

Photo courtesy Lazare Kaplan.




NATURE’S INSPIRATIONSDiamond’s nature and amazing characteristics have inspired some

of the oldest and strongest elements of its mystique. You’ve already learned that diamond is the hardest material yet discovered. It’s also very tough. Reflecting these properties, the name of the gem itself comes from the Greek word adamas, meaning “unconquerable.”

For centuries, most people believed diamonds are indestructible. One old story says if you place a diamond on an anvil and strike it with a hammer, the hammer and anvil will break but the diamond won’t be harmed. Through a process of mental association, people came to believe that diamonds bless their owners with strength, cour-age, success, and enduring love.

Today some consumers still mistakenly think dia-monds are unbreakable. You need to advise your cus-tomers 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 15.) At the same time, you can emphasize the benefit of diamond’s superior hardness and toughness – that is, its excellent wearability. If customers are curious, you might also share some of the beliefs tra-ditionally linked with diamond’s durability.

Diamond is the hardest material in the world and is also very tough. Its name comes from the Greek word “adamas” meaning “unconquerable.”

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.

The shapes of diamond crystals have always caused wonder and speculation. Scientists now know that the carbon atoms in diamond crystals are arranged with almost perfect symmetry. Under favorable growth conditions, this structure produces geo-metric crystal forms of great beauty. To philosophers in the past, well-formed diamond crystals represented the order of the uni-verse. They symbolized the highest levels of mental, emotional, and spiritual balance.

The shapes of crystals have caused wonder and speculation through the ages. Diamond octahedrons and similar crystals seemed to embody the supreme order of the universe.




Consumers today normally see diamonds after they’ve been cut and polished. You can say that cut styles such as the round brilliant and princess cut mirror the internal symmetry of the crystal. Thus, 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 diamond’s clarity has long been equated with peace of mind and purity of heart. The same is true of diamond’s colorless appearance. Its brilliance and fire have been seen as tokens of enlightenment and the energy that sustains all living things.

ADDING TO THE SPELLTo the symbols and meanings derived from diamond’s natural

characteristics, human cultures have added many others. Around the world and throughout the ages, people have fallen under diamond’s spell. Each generation 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 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.

Diamond’s clarity and colorlessness have long been equated with peace of mind and purity of heart.

Various cultures have contributed many symbols and meanings derived from diamond’s natural characteristics.

Photo courtesy H.V. Guenther.




As time went on, the list of diamond’s magical attri-butes grew longer and longer. Eventually its powers were said to include the ability to bring sweet dreams, ward off evil spirits, make the wearer invisible – and even raise the dead!

Like many gems, diamonds were once used for medicinal purposes. (They were usually crushed into powder and then swallowed.) In Europe during the Middle Ages, diamonds were supposed to cure bladder infections, insanity, jaundice, leprosy, and plague. The higher the quality, the more effective the treatment.

Today’s customers are likely to head for the door if you start talking about infectious diseases, but some might be interested to learn that people still believe diamonds have heal-ing powers. New Age gem therapists use dia-monds to increase personal clarity and balance the physical, psychological, and spiritual sides of life.

Many customers are intrigued by colorful bits of diamond lore. When you share these – whatever they may be – you might add that a number of cultures have believed a diamond’s magic is enhanced when it’s given as a gift.

Some traditions say diamonds are splinters of broken stars, possessing the ability to bestow wealth, friendship, eternal youth and happy marriage.

Photo courtesy Jordan Meryl.

Like many gems, diamonds were used for medici-nal purposes to cure bladder infections, insanity, jaundice, leprosy and the plague.




DIAMONDS AND TIMEAssociations between gems and time go back to the dawn of

history and have existed in almost every culture. In some of the oldest beliefs of this kind, diamond was the gem of the sun

and pearl belonged to the moon.

As time passed and beliefs evolved, gems were assigned to the months of the yearly calendar. There have also been gems for the seasons, the days of the week, and even specific hours.

Eventually a bond was forged between the gem for the time and the person born at that time. This

created the birthstone tradition as it now exists.

With differing gem resources, beliefs, and histories, different cultures naturally developed different birthstone

selections. Birthstones didn’t become popular in Europe until the 1700s, but 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 for 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.




BIRTHSTONES

Overtheyears,anumberofbirthstonelistshavebeenusedintheUS.Thefollowingisthemostcurrent:

MONTHJanuary. . . . . . . . .February . . . . . . . .March . . . . . . . . .April. . . . . . . . . . .May . . . . . . . . . . .June . . . . . . . . . . .July . . . . . . . . . . .August . . . . . . . . .September. . . . . . .October . . . . . . . .November. . . . . . .December . . . . . . .

GEMGarnetAmethystAquamarineorBloodstoneDiamondEmeraldPearl,Moonstone,orAlexandriteRubyPeridotorSardonyxSapphireOpalorTourmalineTopazorCitrineTanzanite,Turquoise,orZircon

Thislistisbasedonolderver-sions,butwithadditionsthatappealtomodernconsumers.Althoughit’swidelyknown,youmayrunacrossslightvariationsfromdifferentsources,particularlyifthey’reolderorwerepublishedoutsidetheUS.

Customersassumethatprofes-sionalsknowthebirthstones,sobesuretomemorizethelist.YoucanlearnaboutthechoicesotherthandiamondintheDCAColoredGemstoneCourse.




DIAMOND OCCASIONSIn 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 might give them insights into purchases they’re considering. It can also begin or continue a conversation that allows you to learn more about them.

From a historical standpoint, anniversaries are 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.

On older lists, diamond was assigned only to the 75th anniversary. Over time, the “diamond years” grew to include the 10th and 60th anniversaries as well. Today the 25th anniversary is another diamond occasion. In fact, however, any anniversary is per-fect for expressing love with a gift of diamonds.

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.

Over time, “diamond anniversaries” have grown to include the 10th, 25th, 60th and 75th. In fact, any anniversary is perfect for expressing renewed love with a gift of diamonds.

Photo courtesy Mr. Baguette.

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.

Anniversariesarethenewest diamond occasions.




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, 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.”

In the following centuries diamonds became a hallmark of royal courtship. After the South African discoveries in the late 1800s, diamonds also became more available 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 Japan, which have no old traditions concerning diamonds.

The ring Mary of Burgundy received from Archduke Maximilian in 1477.

By the 1950’s diamonds were integral to modern romance. Today, 8 out of 10 first-time brides in the US receive a diamond engagement ring.

Photo courtesy Winward Scott Kay.

BeforethediscoveryofdiamondsinSouthAfrica,theywereconsideredexclusivelyforroyalty.




DIAMOND PERSONALITIESThe 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 they imparted to diamonds still lingers.

Most people aren’t history buffs, but there are a few royal names your customers might recognize:

• KingLouisXIV(1638-1715)ruledFrancedur-ingoneofitsgreatestperiods.LouiswasoftencalledtheSunKing,andhemadetheFrenchCrownJewelsoneofthemostmagnificentdia-mondcollectionsthateverexisted.Around1670hepurchasedtheFrenchBlueDiamond,fromwhichtheHopewasprobablycut.(TheHope’sstoryisinLesson4.)Onformaloccasions,Louisworesomanydiamondsthatoneobserversaidhe“crackled”whenhewalked.

• QueenMarieAntoinetteofFrance(1755-1793)loveddiamondstoo–buttheycontributedtoherdownfall.AwomanconnectedwithMarie’scourttrickedapowerfulnoblemanintobuyingthequeenaspectacularnecklacesetwithmorethan600diamonds.Thenthewomanstoleit.There’snoevidencethatMariewasinvolvedinthecrime.Nevertheless,theeventsthatfollowedledtoapublicuproar,andthe“AffairoftheNecklace”helpedtotriggertheFrenchRevolution.

Louis XIV was said to wear so many diamonds he “crackled” when he walked.

Recreation of the “Queen’s Necklace.”




• QueenVictoria(1819-1901)hadthelongestreigninEnglishhistory.Sheruledfrom1837to1901andgavehernametoanentireera.ShewastheofficialheadofanempirethatincludedGreatBritain,Australia,Canada,India,Ireland,NewZealand,andmuchofAfrica.QueenVictoriaisusuallyidentifiedwiththesombermourningjewelrysheworeinlateryears,butshebeganpubliclifeinablazeofglory.Thereweremorethan2,400dia-mondsinthecrownVictoriaworeforhercoronationin1838.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.

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.) A large diamond with a dis-tinctive inclusion was a key element in the 1964 come-dy The Pink Panther – and also the 2006 remake. The story of Marie Antoinette and her ill-fated jewelry was told in the 2001 movie The Affair of the Necklace.

Outside their screen roles, movie stars have added real-life romance to diamonds. In 1969 Richard Burton gave Elizabeth Taylor a 69-carat diamond. When Cartier displayed the diamond in New York, thousands of people waited in line for hours 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 widely watched programs on TV, and diamonds always glitter in the spotlights. To make sure they do, prestigious salons and top designers loan attending celebrities millions of dollars’ worth of jewelry.

Elizabeth Taylor - wearing the 69 carat Taylor-Burton diamond - gave real-life romance to diamonds.

Marilyn Monroe immortalized the line, “Diamonds are a girl’s best friend”.

Publicity photo for Gentlemen Prefer Blondes (1953).




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.

Actress Maria Menounos at the 2012 Golden Globe Awards, accessorizing a bright yellow dress with a 5-carat yellow diamond ring by Harry Kotlar.

In 2000, presenter Salma Hyak wore a $5 million, 6-ct. pink diamond ring.

Photo courtesy JCK.

Angelina Jolie wore a diamond masterpiece featuring a 30-ct. oval diamond, 22.34-ct. and 11.02-ct. emerald-cut diamonds, and a 9.26-ct. pear-shape diamond, all D color and Internally Flawless.

Photo courtesy JCK.

In 2004, Charlize Theron set the tone with her drop earrings and open cuff bracelet.

Photo courtesy JCK.




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 that diamonds are part of a never-ending story that surrounds each of us. Movies, magazines, books, television, friends, family, and personal experience all contribute in one way or another.

By increasing your awareness of the rich traditions asso-ciated with diamonds – and 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.

Mark McGwire’s diamond ring - a gift from The House of Harry Winston.

Photo courtesy The House of Harry Winston.

Ringscommemoratingsportschampionshipsrenewtheancientbondbetweendiamondsandsuccess.




RECAP OF KEY POINTS

• It’sessentialtoidentifyandreinforcethepersonalfactorsthatmake diamonds valuable to each customer. Once you under-stand the motives for owning or giving diamonds, you need to spotlight them in your presentation.

• Diamond’snaturalcharacteristicsinspiremuchofitssymbol-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.

• Overthecenturies,differentculturesmadetheirownadditionsto diamond’s magic powers. Eventually the list included the ability to guarantee wealth, friends, eternal youth, happy mar-riage, and sweet dreams. Diamonds were also supposed to ward off evil spirits, make the wearer invisible, cure diseases, and raise the dead.

• DiamondisthebirthstoneforApril,winter,Saturday,andthehour of 12 noon. It’s also considered a lucky gem for people born under the signs of Taurus and Aries.

• Diamondshavebeenpartofengagementsinceatleast1477,when Archduke Maximilian gave Mary of Burgundy a betroth-al ring set with a diamond. Diamond is now the accepted gem for the 10th, 25th, 60th – and every other – anniversary.

• Famouspeopleandpopularentertainmenthavecontributedgreatly to diamond’s allure. Diamond personalities include his-tory’s kings and queens as well as today’s celebrities.

• It’simportanttorecognizethatdiamondsarepartofastorythat surrounds each of us every day – and to learn to use that story in your professional work.




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 okay to share these personal meanings with custom-ers.

____ Make a quick list of the most popular occasions for purchasing dia-monds – engagement, anniversary, birthday, job promotion, and so forth. Then 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, even television ads. With your manager and coworkers, discuss how you might use these in pre-sentations.

____ Memorize the US birthstone list. Like the 4Cs, this is information cus-tomers expect every jewelry professional to know. Often, birthstone jewelry has diamond accents.




Lesson 14 Self-Test

This 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 les-sons) and click on “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 separate window of your browser.

If you feel certain about a question, try answering it without looking at the lesson. If you’re not sure, check the lesson before answering.

After you answer a question, you’ll receive immediate results and feedback. You’ll find out whether you answered correctly, what the correct answer was (in case you missed it), and also the page number in the lesson where the information can be found. Take time to review any material you’re not com-pletely clear on.

At the end of the test, you’ll receive your overall results. Then you’ll be able to continue to the next step in your coursework.

If you have questions or need help, please contact us. You can use this website – just click on “Help.” You can also email [email protected] or phone 615-385-5301 / toll free 877-283-5669.

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The Mystique of Diamonds - Diamond Council of America · partners have received and exchanged...

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