“You lower on bended knee, look into her eyes and ask her to spend the rest of her life with you. This is a moment of pure joy, and there’s no need to be nervous. When she sees that tiny little box from Appelt’s, she’ll know you’ve taken the time to choose the most distinctive, dazzling engagement ring to be found anywhere,” — or so says the Appelt’s Diamonds website.

As many other jewelry ads will tell you, the best way to say “I love you” is with a diamond. A big, sparkly diamond. In fact, the bigger the diamond, the better. Don’t skimp on the rock — you just might be turned down when you finally get the courage to pop the question, or face the cold shoulder on whatever romantic holiday you’ve decided to celebrate.

At least this is the way jewelry companies want you to think — spending countless dollars on advertising campaigns to show you that a glittery, expensive diamond will make your most special moments even more memorable.

But does giving someone a diamond really show her just how much you love her?
Aside from the reality that most, if not all, of these advertisements in question are directed at men buying for women, does the fact that you spent an advised “two months’ salary on the ring of your choice” show you really do mean “forever?”

I have hope that most women are not materialistic creatures — that a diamond is not a girl’s best friend.

The idea of a diamond as a symbol of ever-lasting love has been maintained through countless advertising campaigns and slogans over the past century.

One of the most notable diamond advertising advertising campaigns was debuted in 1948 by De Beers’ with the slogan “A diamond is forever.” While a diamond may last forever, it does little to ensure that your relationship will.

I find it hard to believe that a diamond will ensure that a couple’s love will last until the end of time. Are there not other aspects of a relationship that would do more to foster long lasting love than a diamond could ever hope to do? What about spending time together simply enjoying one another’s company? There are plenty of loving and caring gestures you can do for your partner to show that you love them. I wonder when love became materialistic.

Spending thousands of dollars on a diamond ring is not the perfect way to say, “I love you,” as it is often explained by jewelry companies. Simply telling someone how much you love them — and meaning it — should be enough. People can show love for one another without needing to prove it with an expensive piece of jewelry.

This does not mean that buying a diamond for the person you love should be looked at as a meaningless gesture. But it should not be done for the sole reason that advertisements depict, that simply saying, “I love you” is insufficient, and that a diamond shows your true commitment.

However, a slough of marketing companies would rather you think “nothing says ‘I love you forever’ quite like a diamond.” Sadly, it is slogans like this that continue to fuel the diamond’s status as a symbol of true love that will last forever.