Are diamonds losing their sparkle?

The prices of sapphires and rubies have increased faster than diamonds over the last 8 years, according to a recent BBC news article, and one of the main reasons for the increase is the fact that women are buying more jewellery for themselves and that their tastes are changing.

This new trend has been partially driven by the fact that prominent celebrities and public figures are choosing sapphires, rubies or emeralds over the more traditional diamond. From the Duchess of Cambridge to world-famous actresses like Mila Kunis, Angelina Jolie and Penelope Cruz, there is a growing number of high-profile fans of coloured stones.

Duchess of Cambridge

Duchess of Cambridge

Whilst men still seem to go for the “safe bet” of diamond when choosing jewellery, the emerging trend amongst many women is to opt for something with colour or at least a combination of the two. There are signs that even the traditional solitaire-diamond engagement ring may no longer be the automatic choice.

“Increasingly, we are seeing jewellery designers use coloured stones, such as sapphire or ruby for engagement rings”, explained Gary Seneviratne, co-founder of Nineteen48. “People see coloured stones as an opportunity to express their personality in way that is not always possible with a simple diamond”.

See the original article on the BBC website at:

http://www.bbc.co.uk/news/business-23412017