eco friendly diamond ring

A diamond is forever!

Diamonds symbolize enduring love, and it’s no wonder…

Diamonds are older than dinosaurs — the youngest diamond ever found is believed to be 900 million years old. And historians tell us that the oldest diamond is about 3.2 billion years old.

Formed about 100 miles below the earth’s surface, in temperatures of about 400 degrees centigrade, diamonds are forced to the surface during volcanic activity.

There they wait, until the diamond-bearing rock is worn away by nature, or the pockets of diamonds, deposited in what is called kimberlite pipe, are mined.

So it follows that diamonds will probably still be around long after we humans have vacated this mortal coil.

In 1948, a clever advertising exec came up with the slogan “A Diamond Is Forever” for De Beers, the world’s largest diamond company. Said to be one of the greatest advertising slogans ever created, these four words, which seem to impact our emotional as well as our intellectual core, were the genesis of what has become a multi-billion dollar industry.

It’s now said that over 80% of American marriages are formalized with a diamond engagement ring.

Encompassing the enduring quality of diamonds, De Beers’ millennium campaign began with “Show her you’ll love her for the next thousand years.” This continued to evolved after De Beers launched Forevermark to sell diamonds and finished jewelry products directly to consumers.

“Diamonds fit the millennium better than any other product could,” said Ann Ritchie, account director and partner at J. Walter Thompson, New York, the ad agency that created the promotional push. “It represents forever.”

Given their unique qualities, diamonds are a fitting metaphor for true love that lasts for eternity.


Nearly all diamonds in the current market come from non-conflict areas and this is guaranteed by an industry code of conduct called The Kimberly Process. This is a non-consumer facing system that does not allow diamonds mined from known conflict areas into the wider supply.

Currently there are no independent authenticated standards of workers welfare or the processes within diamond supply chain as there is with the Fairtrade gold.

Our Foundation

Our fine ethical jewelry is made with either recycled gold or Fairtrade gold, our diamonds are CanadaMark™ Canadian diamonds that have total transparency and traceability in the supply chain.

Over and above this, Foundation Jewelry also endeavors to use recycled materials in all its consumables and packaging both within the organisation and with its customers.

We are accredited with the Fairtrade Foundation, the No Dirty Gold campaign & the National Association of Goldsmiths. You can learn about Foundation’s ethical jewelry credentials here and their products here.