JAYFORCE

‘As soon as you leave the jeweler with a diamond, it loses over 50% of its value.’

– Rohin Dhar, BusinessInsider.com

Fellas, why… why do we do it? With the money we spend convincing your special lady, her friends, and every onlooker (now and in the future) of the eternal love we have for her… with a big shiny rock… an investment in a nice nest egg could be made. Within a few years, you’d both have some real ‘finance for the romance’ down the road. But instead,

‘Americans exchange diamond rings as part of the engagement process, because In 1938 De Beers decided that they would like us to. Prior to a stunningly successful marketing campaign 1938, Americans occasionally exchanged engagement rings, but wasn’t a pervasive occurrence.’

That’s right. The ‘grand tradition’ of showing everlasting love with a rare diamond started as a marketing campaign… and the tradition isn’t even a century old! Plus, that ‘rare’ diamond isn’t even all that rare. De Beers holds the diamond supply in check to make it seem that way.