PRESS RELEASE – JULY 2024

The End of the Engagement Ring

Lab-grown diamonds, identical in quality to mined diamonds, are reshaping established practices in the jewellery industry. As the media report on the slowdown of South African diamond company De Beers, the same can be said of its famous statement “A Diamond is Forever”. The democratization of diamonds has made them lose some of their appeal: they are no longer the undisputed symbol of love. This month, we present two articles that deconstruct this evolution and offer concrete alternatives to what we see as the end of the diamond’s dominance on the engagement ring.

The End of the Engagement Ring

This article traces the history of engagement rings from Roman times to the present day and seeks to explain how the diamond became the symbol of eternal love. As the engagement ring faces a decline, the emergence of lab-grown diamonds casts a shadow over the traditional diamond industry: what will become of mined diamonds when faced with an ethical alternative aligned with today’s social and environmental expectations?

5 Alternatives to Engagement Rings

As a jeweller specializing in engagement rings, we have observed a decline in their popularity among newlyweds. By exploring different cultures around the world, we propose jewellery alternatives that could challenge the traditional ring.

Our House

AGUAdeORO redefines luxury by focusing on ethics, craftsmanship and responsibility. Founded in Geneva in 2009, AGUAdeORO is a pioneer in ethical jewellery with nearly 80 years of jewellery heritage. The use of lab-grown diamonds and gemstones together with Fairtrade raw materials reflects our ethical and environmental awareness. Today, AGUAdeORO has two boutiques in the heart of Switzerland: a flagship store in Geneva and another in the vibrant heart of Zurich.