Gold, diamonds and the recession

In these hard economical times, many consumers have set some priorities on their buys and the amount of money concerning these buys, since their money keeps thinning out. Nevertheless, consumers will keep celebrating important moments of their lives by offering jewelry and diamonds even during grievous times. Consumers are attracted mostly by quality and will buy less, while searching for better quality, for themselves and their loved ones. These are truly valuable presents that are not to use once, but that will last thorough their whole life. The value included in gifts such as jewelry and diamonds are the main guide when purchasing them. Gold and diamonds have proved their bona fide and their high price which not only they maintain through time, but even increase through the years. Even more, now their price is much higher that it was one or two years ago, thus proving that jewelry does not lose its value as other commodities do (e.g. shares or estate). This fact inspires trust to people. And to put it in an even simpler way, if one cuts down on a cup of coffee every day for a year, the amount of money saved will be enough to buy a stunning piece of jewelry or a diamond that will last for life. My responsibility as a jewelry designer and manufacturer is to underline the value of diamonds and jewelry as much as possible and to send a message to buyers who are now readjusting their buying priorities: buying jewelry or a diamond is an eternal investment. Antigoni Kapoutzi.