What's the deal?

Insights from New York City's Diamond District

In the 1940s, only 10% of first-time brides received engagement rings. Today, over 80% do. This shift is largely attributed to De Beers, whose iconic tagline "A Diamond is Forever," introduced in 1948, changed the landscape of engagement ring traditions forever.

Many people inquire about diamonds, perhaps because of their ubiquitous presence, especially …