Since everyone wants at least small piece of glamor, diamonds suddenly rose in popularity, and what is even more important they become affordable to more and more people. Diamond industry became extremely powerful, and after first synthetic diamonds were made there was no stopping it. The great role in diamond popularity was also played by brilliant De Boer campaign: "Diamonds are forever". So little words and such a big meaning.

Such a rich diamond history was simply destined to fulfill itself in diamond engagement rings since ring is an emblem of fidelity and eternal circle of life, while diamonds are symbols of invincibility, magic, love, devotion. Love is also an excellent business opportunity for diamond industry so today it is possible to fulfill any idea you might have about your very own diamond engagement ring, regardless of size, shape or any other setting you prefer as long you have money to pay what you wish for. How big is diamond ring business? Let’s just say that every year in USA more than 7 billion dollars is spent on diamond rings. What can I say? Eternity isn’t cheap…