In the old days very few people bought diamonds and there were no jewellery stores as such.Instead, people went to the goldsmith's home and got their jewels ordered.But now, with so much of disposable income and raised standards of living,almost everybody has at least one piece of diamond jewellery.

With so much exposure to international designs in diamond jewellery through the Net,people now want jewellery designed according to their wishes. So famous jewellery shops in cities have their own in-house designers who do the designing according to the customer’s likes and fancies. Exclusive designs are made for customers and the jewellery houses opine that it is very challenging to be in the business today.

The branded jewellery shops guarantees the authenticity of every gem sold and some of them issue certificates to testify to the genuineness.Many of the branded shop owners are designated as Fellows of the Gemmological Association and Gem testing Laboratory of Great Britain and such other institutions.They feel that this expertise is taken care of, as awareness of gems increase and people demand proof of their authenticity.

New trends

There is the misconception that gold is gold only if it is 22 carat. Going by the statements of reputed jewellers in Cochin city,there is good 18 carat gold and good 14 carat gold, especially to set diamonds. The trend among westerners who have white skin, is not to go for 22 carat gold. They go in for 18 or 14 carats as it looks good for them.

Likewise another trend is going in for platinum. As the purchasing power of people increases, so too the demand for gems, as they buy stones according to the stars they are born under and also for luck.

Wearing a ring for mere beauty’s sake is passé. Now people do it for wealth, education and good health.So,not only are diamonds forever but nowadays diamonds are for everyone as well!