The reasons for buying diamonds are as different as the people who desire them. Through the years, diamonds have provided fulfillment for emotional and practical needs. They are sought after as gifts, status symbols, tokens of romance and even as long-term investments. Diamonds are beautiful. They create an aura of success and inspire feelings of pride.
Diamonds are durable.
A diamond is the hardest substance known to man. Because of this fact, it is resistant to deterioration or deformity and its beauty will be enjoyed for many generations. Diamonds are rare. Although there have been new discoveries of gem diamond resources, the supply is still limited. And, only 20 percent of all rough diamonds are suitable for cutting into gem diamonds.