It’s the season of love. Red roses, heart shaped boxes, proposals, promises. And then there are diamonds. We’ve been told this story for decades that diamonds are forever.
That they are the ultimate symbol of love. That buying one is not just romance, but a promise made permanent.
We love our jewellery. Gold, silver, diamonds! We buy them for love, weddings and to mark important milestones.
We are told they’re assets, often sold to us by appealing to our emotions. But what no jewellery ad talks about is that not all jewellery is an investment.
While gold and silver are investments, diamonds are mainly high value adornments.
The resale reality check : Buy a gold necklace for Rs. 1 lakh today. Come back in 5 years, and you will likely get close to the prevailing gold rate, maybe Rs. 1.2 lakh or more depending on market prices.
Gold has a transparent, globally recognised price that updates daily. Everyone knows what gold is worth.
Now buy a diamond ring for Rs. 2 lakh. Try selling it after 5 years. You will be lucky to get Rs. 60,000 to Rs. 1 lakh.
That is just 30% to 50% of what you paid. Some say you lose nearly 60% the moment you walk out of the store.
Unlike gold, diamonds have no standard resale price. No daily rate. Each stone is judged individually.
The difference is stark. Gold appreciates. Diamonds depreciate, dramatically.
But why does everyone say diamonds are forever? Yes, diamonds are physically durable. They don’t tarnish or break easily. But “forever” doesn’t mean “valuable.”
Your car might last twenty years, but it loses value every year you own it. Diamonds are the same.
They’re beautiful, they’re meaningful, they hold sentimental value. And financial value? That’s a marketing myth.
This does not mean you should not buy one. If you want a diamond to mark love, commitment, or a moment that matters to you, buy it. Wear it.
Treasure it. Just buy it knowing what it is, and what it is not.
So the next time you walk into a store to buy a diamond, you are walking in informed and not just with emotions.
Aware of what you are paying for, and what you are not.
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Paweü Kayina
founder@moneybar.in
Monday, February 16, 2026