Jewelers Suite featuring JHJ Magazine

The World is Nuts. This will be Your Rock

written by Aleah Arundale

In diamond sales we are told not to call diamonds rocks. I’m here to argue just the opposite!  After all, what is a rock? A rock is something stable, solid, dependable. Isn’t that what couples look for when they commit to each other? When a man gives his love a diamond he is saying I will be your rock. He is saying that this world is big and crazy and dangerous, but I will be here for you. I will be your rock. And how does he promise to be her rock? By giving her a rock! This perfect analogy is missing in diamond sales. Comparing diamonds to the rocks that they are, may be the best way to sell engagement diamonds. 

When a man gives his true love a rock, he is promising stability, dependability, and most importantly, security. Men do not realize how important security is to a woman.  A man does not clench his keys tighter as he walks to his car on a dark night. That’s one reason why Facebook is so popular; for the likes. The ‘likes’ help women feel secure. What can make a woman feel more secure than receiving a diamond?! It’s eternal and represents his willingness to sacrifice for her. Her rock symbolizes his eternal love; a physical reminder that she carries with her always. 

When selling a diamond, you can also reassure the man that he is buying a bit of security for himself as well. A man can feel secure knowing that anywhere he goes diamonds have value. House and stock values fluctuate, but gold and diamonds have always had real tangible value the world over. They are a secure purchase lasting for generations. 


Jewelers are told we need to sell emotion. We are told we are not in the jewelry business as much as we are in the love business. The problem is love is over used. People love a cup of coffee or a pair of shoes. How can we sell true love when the word love has lost so much meaning? On the other hand, if we sell security, we offer something very powerful that is less abundant. When showing a diamond, remind the guy how meaningful this purchase is to her. How every time his woman looks at her hand (which is about a million times a day), she will feel secure. In every sense of the word this diamond will be her rock.

People might think that selling jewelry seems frivolous when there is cancer, war, and hunger in this world, but really it’s just the opposite. In this chaotic world we could all use more stability. We could use a rock. The next diamond that you show, try selling it as the rock that it truly is.