Many legends from different cultures share the idea that jewels are of divine or superhuman origin.
The power of jewels has been exploited by diplomats, traders, and lovers. The famous marketing slogan of De Beers is 'a diamond is forever' and creates the idea that all engagement rings must have a diamond.
However, a big sparkly diamond is not what makes jewellery so unique. People desire to have something more individual and affordable.
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