Five reasons to buy diamonds

Diamonds are the symbol of ultimate sophistication and commitment for generations. It represents strength, resilience and the power to overcome obstacles.

Here are five reasons to buy diamonds shared by Toranj Mehta, Director, Marketing, De Beers India:

The epitome of purity: Formed by the extreme heat in the Earth's mantle diamonds go through a myriad of other stringent processes and checks before they're ready to be held in the hands and hearts of a customer. Thus, with its everlasting brilliance, the diamond symbolises purity and strength making it a popular choice.

Diamonds are forever: Trends have changed over the decades but the growing interest in diamond jewellery has only increased, making it one of the most aspirational purchases. After all, nothing is "forever" more than eyecatching diamond jewellery.

Meaningful gift: Diamonds have always symbolised love, commitment, intimacy, achievement and self-expression. Consumers have come to attach a deep sentimental connection to diamond jewellery they own or gift to their loved ones.

Enduring value: Because of their enduring value, diamonds are often seen as a special gift which can be passed down through generations. When you purchase a diamond you are holding a piece of history that's forever captured.

Piece of eternity: Diamonds hold memories of your achievements and accomplishments, reminding you to continue to aspire and celebrate each milestone in your life. Therefore, when you buy a diamond, you are also purchasing a piece of eternity, making life brilliant for generations. —IANS