A Departure from Diamonds: Why the Future of ‘Forever’ Is Changing

We have to pay respect where respect is due. De Beers, with the help of their formidable advertising agency N.W. Ayer, orchestrated one of the most influential marketing campaigns of the modern era. Nearly nine decades later, diamonds still dominate the engagement-ring market, and as of 2025, De Beers carried an internal valuation of approximately $4.1 billion (USD).

But how did this cultural phenomenon take hold, and why did we allow it to shape what an engagement ring “should” be?

Victor Jorgensen’s Navy Photograph, Public Domain

Post-WWII, the Era that Shaped the Diamond Industry Forever

Carl Sagan once said, “You have to know the past to understand the present.” And so, that is where we begin.

Imagine the world in the wake of the Great Depression. Salt-stained warships easing into harbour, bleary-eyed soldiers stepping onto land after years at sea, war-torn lovers collapsing into one another’s arms. For the first time in a decade, an entire generation exhaled.

The world was still clawing its way out of economic ruin, but there was a renewed sense of hope and a collective yearning to rebuild. In that moment, love wasn’t superfluous. It was a declaration of survival.

Couples married in record numbers. Department stores dusted off their shelves. After years of rationing and restraint, society was thirsty for romance, optimism and a touch of whimsy.

And De Beers was poised to quench that thirst.

“A Diamond Is Forever”: A Sentiment Born in a Boardroom

In the post-war era, diamond sales had plummeted by more than half. Meanwhile, De Beers was sitting on nearly 90% of the world’s rough diamond supply — a precarious position. They couldn’t flood the market without collapsing prices, so they did something far more powerful: they manufactured desire and quite literally engaged an entire generation.

In 1938, they hired N.W. Ayer with an almost impossible brief: reshape customs, reshape culture, reshape the collective image of love itself.

Ad executives, most famously Gerold Lauck, created a campaign aimed at men, about what women should want. And it worked. Despite diamonds being one of the most abundant gemstones on earth, they made them feel rare, essential, almost sacred. Hollywood placements, magazine spreads and glamorous actresses draped in diamonds taught the masses that devotion was no longer measured by sentiment, but by the size and sparkle of a stone.

Then came 1947, and four small words that rewrote history:
A diamond is forever.

What began as a scrap-paper note penned by copywriter Frances Gerety became one of the most influential lines in advertising. A sentiment engineered in a boardroom became an unquestioned truth.

And just like that, diamonds were permanently stitched into the fabric of romance. 

The Salary Rule

But the De Beers and N.W. Ayer executives didn’t stop there.

Ever wonder where the salary rules came from? You guessed it, yet another sales strategy dressed up as social etiquette.

Alongside the now-famous slogan came a second stroke of marketing genius. What began as one month’s salary soon became two, and in many places today is assumed to be three.

Stone River Gems three stone engagement ring, photographed by Renue Studio

The Evolution of Diamonds and the Modern Bride

We can’t talk about modern engagement rings without mentioning the ring heard around the world: Taylor Swift’s antique mine-cut diamond. A vintage treasure that reignited fascination with historic cuts and heirloom silhouettes.

But for the rest of us, those not engaged to a football star, the diamond landscape looks very different.

Amid ethical concerns, price and long-term value, lab-grown diamonds have surged while natural diamond sales have softened. Lab-grown stones are brilliant and accessible, but their formation in high-pressure, high-temperature chambers can sometimes feel more science lab than sentimental. They don’t hold their value. And they lack the geological magic and story that give natural stones their soul.

What is clear is that the landscape is changing. Couples are now seeking stones that reflect their values, their identity and their story.

Nearly a century after De Beers declared it so, we find ourselves asking:

Are diamonds truly forever?

Stone River Gems Parti Sapphire Custom Engagement Ring and Wedding Band, photographed by Nina Claire

Sapphires, A Girl's New Best Friend?

If diamonds dominated the twentieth century, we believe sapphires will reclaim their rightful place in the twenty-first. Modern couples still want tradition, but on their own terms. They’re bold, a little rebellious, and they want something that feels unmistakably their own.

And of all gemstones, Australian Parti Sapphires answer that call beautifully, pairing heritage and prestige with a confident refusal to follow the script.

Here’s why.

1. Historical relevance, royals, and enduring romance

Long before diamonds were marketed into the spotlight, sapphires held the role of the original engagement gemstone. In ancient Greece, they symbolised truth and loyalty. In the Byzantine Empire and medieval Europe, they were worn by royalty and clergy as emblems of devotion and divine protection.

That legacy resurfaced when Princess Diana chose her now-iconic Ceylon sapphire. At a time when diamonds were the “proper” choice, she chose colour. Decades later, when Prince William proposed to Kate Middleton with the same ring, its cultural significance only strengthened. Today, it remains one of the most recognisable engagement rings in the world — proof that sapphires have always belonged at the heart of love and ceremony.

2. They’re practical (really practical)

For all their beauty and symbolism, sapphires are incredibly resilient. Ranking 9 on the Mohs scale, they are second only to diamonds in hardness. If your days involve coffee runs, carrying children and the usual rhythm of everyday life, your sapphire is the perfect companion.

3. Uniquely Australian: a connection to place

Few gemstones feel as deeply tied to landscape as Australian Parti Sapphires. Unearthed across Queensland, the New England Tablelands and Tasmania, they reflect the colours of home — river blues, bushland greens and the warm glow of golden hour.

For many couples, that sense of place becomes part of the proposal itself.
When Jordan proposed to Darcy, we selected a Parti Sapphire from the region where he grew up. We could tell him who found it (us), who cut it (also us), and exactly where in Australia it was discovered. Their ring wasn’t just beautiful; it told their story.

4. One of a kind, every time

Parti Sapphires don’t follow formulas. Unlike diamonds, which can be reproduced down to the millimetre, Parti Sapphires are shaped by geological chance. Their colours form naturally, and no two stones are ever alike.


For couples who value individuality, that’s not a feature; it’s the appeal.

5. Ethical, transparent, and aligned with modern values

In a time where ethical considerations matter, Australian Parti Sapphires offer something increasingly important: clarity and traceability. Many begin with small-scale miners and fossickers, often family teams whose work has a lighter environmental footprint than large-scale operations.

A large number of the sapphires we use are ones we’ve unearthed ourselves with nothing more than a shovel and a sieve. Others come directly from fossickers we know personally, giving us a clear understanding of how and where each stone was found. For couples who want their ring to reflect their values, this level of transparency is deeply meaningful.

Stone River Gems 5-Stone Engagement Ring and Parti Sapphire Wedding Band, photographed by Cat Smith Photography

The Heart Behind Our Craft

Sapphires are woven into our story. When Stone River Gems’ founder, Khan, proposed to his wife, he chose a vivid blue sapphire framed by Australian black opal. People still say, “I’ve never seen an engagement ring like it.” And that’s precisely what we’re going for — jewellery that feels personal, intentional, and uniquely yours.

We’ve never been interested in creating conveyor-belt engagement rings. We want to craft pieces with a sense of place, a thread of story, and a mild defiance of expectation. Our signature 5-Stone ring design, for example, symbolises the five pillars of marriage and is handcrafted the traditional way, echoing the sentiment and durability of old-world jewellery.

It's an exciting new chapter in the engagement ring space. One guided by meaning, provenance, and a cheeky iconoclastic edge.

For us, we’re absolutely thrilled sapphires are a part of the rewrite.  

About Stone River Gems

Stone River Gems is an Australian fine-jewellery studio founded by husband-and-wife duo Khan and Katrina. Together, they are redefining modern luxury through a slow-crafted approach that honours provenance, craftsmanship, and story. Spending much of the year fossicking for gemstones and gold across Australia’s remote landscapes, they open their boutique studio for only a few months each year. Each piece is entirely one-of-a-kind and a reflection of the land from which it was unearthed, and the hands that shaped it. Learn more about their slow-made philosophy here.

If you’re beginning your own search for a meaningful engagement ring, you can explore our custom design process or browse our ready-to-ship rings.