This industry is recession-proof, profitable, intrinsically tied to our psychology. I want in.
Or: will Ring Concierge win the jewelry wars?
A friend told me the other day that humans were wearing jewelry and precious gems since as long as they were forging weapons. Don’t quote me on whether or not this is historically sound, but it assuaged the guilt I feel for coveting shiny things— though it feels almost animal, intrinsic, subconscious.
Yes, DeBeers had their work cut out for them: how easy it must have been to manipulate so many emotional levers— love, ego, the desire to appear like a have and not a have-not— to drive American consumer behavior to the next level, to go so far as to actually change our culture such that an engagement without a diamond of suitable size is considered by many to be incomplete.
Jewelry is one category where trickle down capitalism actually applies. You might not have diamonds, but you probably have cubic zirconia1, or at the very least, fake tennis necklaces or bracelets via Amazon. You covet the Tiffany blue box, so you purchase oodles and oodles of the cheap stuff in hopes that it will feel…