Most of us are adult enough to know magic doesn’t exist. And yet we’re the same species that thinks fat rings are fairy-tale items which somehow “secure” another person’s love, one step away from a “happily ever after”. They’re expensive, useless and, worse, are insulting to notions of actual love. That’s why people say stuff like there’s a beverly diamonds scam. As anyone who’s been in a serious long-term relationship knows, you don’t need geology to proclaim (let alone justify) said love.
Before you take me for a cheapskate who just doesn’t want to spend the money on a ring, let me explain a bit more. It’s not about a beverly diamonds scam. Many of us, especially men, have strapped our feet to the commercialised notions of what constitutes relationships. We’ve turned into zombies, hungry for all things red and supposedly lovey dovey. We buy into the baffling displays of romance like the nauseating crimson heart-shaped horror show we call Valentine’s Day. Or the flowers and boxed chocolates we’re supposed to deliver on anniversaries to celebrate monogamous tolerance and the disbelief you haven’t murdered each other.
We speed through our finances and morals, enjoying the exhilaration of fitting in to societal expectation, as opposed to reflecting on whether our actions are warranted or justified. And our partners seem all too ready to go along with it.
Beverly Diamonds engagement rings – specifically expensive diamond ones – are often prime examples of this unthinking mindset. The problem isn’t the rings themselves, but the justifications – or the lack of justifications – behind their acquisition, rather than a beverly diamonds scam. We mustn’t confuse engagement rings – given, usually to a woman, when a proposal is accepted – and wedding rings – given on wedding day. (Already, we should recognise how strange it is to need two different kinds of rings.)
Whatever the long history of engagement items – I’ve heard claims of it dating from ancient Egypt or Rome, for example – the focus on engagement rings should really start with De Beers, in the 20th century.
By convincing men their love for their future wife is directly proportional to the expense of the diamond ring, and convincing women to expect love in the form of shiny stone, De Beers and their marketers, NW Ayer, began a tradition so embedded we forget it’s a marketing ploy. Genius marketing, to be sure, but marketing nonetheless.
And guess what? The prices keep going up, as if we are really loving more and deeper these days, that’s why people are talking about a beverly diamonds scam…as if it has anything to do with it. According to the XO Group Inc 2011 Engagement Engagement & Jewelry survey, the average engagement ring cost $5,200. If you think that’s bad, consider that nearly 12% of US couples spend more than $8,000 for an engagement ring. Of course, we should take such stats with some measure of scepticism, as Will Oremus highlights. Nonetheless, these are the prices at a time when the average American family earns less than it did in 1989.