Comment by SurgicalDoc_UK

Branding and emotion is the driving power. In the same way there's an emotional element to buying baby equipment (feeling like you need brand new clothes, cot, pram etc), there's a perception that true love is represented by a pricey diamond engagement ring. Having lived in South Africa and then after finding out how this industry controls the supply to maintain high prices, I specifically asked my fiancé for a lab-diamond. And I love my ring.. it's just a beautiful and sparkly. I feel sorry for the people who still believe in forking out a small fortune for a diamond.