The Journal. Are Diamonds Even a Luxury Anymore?
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Jul 24, 2025 
Jenny Strasburg, a reporter from WSJ specializing in the diamond industry, dives deep into the evolving landscape of diamonds. She reveals how lab-grown diamonds are changing consumer perceptions and market dynamics. The conversation highlights De Beers' struggles to maintain their dominance as ethical sourcing rises in importance. Personal shopping experiences illustrate the shift in preferences, showing consumers are increasingly drawn to cost-effective and ethical alternatives. This intriguing exploration examines the future of what luxury means in the diamond trade.
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Marketing Made Diamonds Iconic
- The slogan "A diamond is forever" was a marketing creation by De Beers, not a traditional symbol.
- It successfully embedded the idea that diamonds represent love, commitment, and timelessness into popular culture.
Lab-Grown Diamonds Disrupt Market
- Lab-grown diamonds, chemically identical to mined ones, have disrupted the diamond market.
- This flood of cheaper options challenges the traditional value and sales dominance of natural diamonds.
Personal Choice in Engagement Rings
- Kayla Goosby, after five years with her partner, wanted to pick out her own engagement ring.
- For her, the ring symbolized commitment that everyone would recognize as 'taken.'