A Question about Diamonds?

Diamondring_1When a woman sees a spectacular diamond on the hand of another woman, is she envious of the diamond, or does she desire a man who would give her such a diamond?

7 thoughts on “A Question about Diamonds?

  1. Mary-Ann Horley

    I’m not really into diamonds so I’m not sure if my comment is any use to you…

    But if it was something else spectacular that I really wanted (could be a dress, a car or all the Apple stuff I want), then I’d be envious of the stuff not the man.

    I’m trying to think if there’s anything I want that is as obviously bought for me by my man as a ring and I’m stuck!

    I’d like to think that women should be over wanting men for what they can buy them, but I do know that diamonds do have huge symbolism for many people and it’s not as simple as that.

  2. Dave Young

    We’d all like to think that. However, the most powerful marketing campaigns will revolve around a truth that is perhaps buried in our hearts.

    The truth may also be that the man is making a “keep away, she’s mine” statement with the diamond.

    We may not want to think that thought either.

    BUT, even if both thoughts are unstated, if the writer of the ad is aware of these almost primal thoughts, the message is more likely to resonate with the potential buyer.

  3. Ankesh Kothari

    Good question.

    What I always thought is

    If a woman is single and she sees a diamond, she desires a man to give her a diamond.

    But if the woman already is married, and then she sees a bigger more expensive diamond, then she is envious of the diamond.

    It follows Maslows desire hierarchy. (Social desires come before self esteem desires.) (http://www.uniqindex.co.za/images/maslow2.gif)

    I’ll ask a few jewelry sellers and see what they answer too. It should be interesting.

  4. Dave Young

    Thanks Loyd!
    Just asking the question.
    Perhaps the answer is “it depends.”
    Does it depend on her culture? her generation? her age?
    I’m not trying to be sexist.

    If a jeweller assumes the answer to be one or the other, some terribly wrong messages could be put into an ad campaign.

    For the jeweller, ultimately it’s about selling more diamonds, yes?

  5. tabitha

    There’s an assumption in the logic of your question: that the diamond was purchased by a man. Not necessarily your fault or only your assumption, but an interesting question in answer to your question, I think.

  6. Dave Young

    Good observation Tabitha. The other underlying assumption in the question is that a woman would be envious at all.

    Just trying to play the averages. Not all women want a diamond. Not all women want a man. Not all diamonds are purchased by men.

    In advertising, we’re trying to look for the message wrapped around the core values that will drive the most sales.

    In order to be effective, this message must also be exclusionary. We share Patricia Cabot’s line with our clients: “You’re not a hundred dollar bill. Not everyone is going to like you.”


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