It is a fact of life that some people are intent on out-doing others, whether it be their friends, neighbours or relatives.

This can take the form of having to have a nicer car, a newer mobile phone or in some cases even a more expensive house. The lengths some people will go to in order to score what they believe are social brownie points against others is truly incredible.

However, you cannot really afford to do this when it comes to your special piece of diamond jewellery whether it be an engagement ring, diamond earrings or that special diamond necklace.

We have recently learnt of stories where people have invested in diamond jewellery with the only factor in the purchase being that it had to be of higher carat value than a friend’s recently purchased item.

This essentially dilutes the symbolism and the magic behind the piece itself, as it no longer represents all the qualities which it should do, but simply a status symbol.

If you are investing in diamond jewellery, whether it be for yourself or someone special, then under no circumstances would we advise that you pay any attention to the value of anyone else’s items. If you do this, then ultimately the sincerity of the piece will be severely reduced.