All That Sparkles is Not a Diamond

It happens every year. You should’ve seen it coming. It’s February, and you’re starting to panic that you haven’t found the perfect Valentine’s Day gift.

You want to buy something that surprises and delights that special someone, and you want value, natural allure, emotion. For generations of our customers, the winning choice has been diamonds — the most meaningful, most precious of all gemstones.

This year, however, there’s a beguiling imposter in too many jewelry stores: synthetic, man-made diamonds. They are a far cry from the treasured diamond gems that are forged underground over millions of years. They can look pretty, but, just as all that glitters is not gold, all that sparkles is not a diamond.

Our jewelry store opened in 1922 on a rustic downtown street in Eugene, Oregon. Started by my great-grandfather, Ole Larsen Skeie, the store was just 15 feet wide and 30 feet long. He built his reputation on professional credibility, personal service and only the highest quality craftsmanship. Many of his customers purchased watches, but he became best known for the finest of rare gems. For people in this working-class Pacific Northwest town, there was no gem prized more than a diamond.

We had a couple come into our store in search of an engagement ring. To my surprise, they asked about purchasing a synthetic, citing recent consumer marketing. Traditionally used in heavy-duty manufacturing items like saw blades and grinding wheels, synthetics are cooked-up in industrial microwave-like ovens. Synthetics can look similar to diamonds, but they have no inherent value.

The couple had been unaware of the dramatic difference in characteristics and value between diamonds and synthetics. Then, they bought a diamond.

While some jewelers may be willing to sell these manufactured stones to their customers, we are not. Other retailers sell synthetics for 25 to 30 percent less than the price of naturally-formed diamonds, even though they are significantly cheaper to create — often produced in poor parts of the world with limited regulation and standards. Unlike the real thing, synthetics lack heritage and appreciation.

There’s been enormous innovation among jewelers and designers, as well as artisans, to advance creative trends and consumer demand. Historically, our customers were most interested in the size of a diamond, and 95 percent of them would opt for a traditional, round-cut stone. Now, in recent years, as more and more millennials comprise our customer base, we are seeing an increasing demand for a wider variety of cuts and for the best quality. Whatever cut and design they are seeking, they almost invariably want a real piece of diamond jewelry that they can wear with pride.

That’s why it’s so important to set the record straight. For anyone looking for a beautiful, naturally-formed and responsibly-sourced gem this holiday season, I strongly urge doing just as my great-grandfather’s customers did nearly a century ago: look no further than a diamond. A diamond has beauty, brilliance and long-term value. It’s the perfect present — absolutely genuine yesterday, today and tomorrow.