Diamond Myths

A Diamond is an Investment

It’s true that very high-quality diamonds—think 7 carats or more—can increase in value over time. But for most engagement rings or everyday jewellery, diamonds are much smaller and far more common, so their resale value is unlikely to rise significantly.

Think about it: a diamond only becomes an investment if you plan to resell it. But have you ever seen a thriving second-hand diamond market? Most people don’t want to buy a pre-owned diamond, which makes selling difficult.

Our advice: Choose your jewellery based on what you can afford and what brings you joy—not because you hope it will appreciate in value.

Choose your luxury, ethical jewellery based on what you love and can afford, not for resale. At Ahimsa London, we will never pressure or upsell you—our diamonds are made for beauty, glamour, and joy.

The Ring has to be a Surprise

Engagement rings are a significant investment, so it’s important to know your partner’s preferred styles and designs. Choosing the wrong ring could mean they never wear it—or worse, they say no!

Our Advice: Consider proposing with a replica or inexpensive ring and then shop together for the perfect engagement ring. This approach is increasingly popular and still keeps the element of surprise.

At Ahimsa London, we offer joint and private consultations—you can guide us on your favourite styles while your partner chooses the final design. Or, use our bespoke service to design a unique, personalised ring together, creating a truly special piece

Want to know more about our Bespoke Design

Spend 2-3 Months Salary

The idea that you must spend two or three months’ salary on an engagement ring is an outdated marketing myth. The truth is, there’s no set rule—you should spend what feels comfortable and affordable for you.

The value of an engagement ring comes from the love and meaning behind it, not the price tag. A well-chosen ring that reflects your partner’s style will always be more special than one bought to meet an arbitrary “salary rule.”

Our Advice: Focus on quality, ethical diamonds and a design your partner will treasure, rather than overspending. At Ahimsa London, we’ll guide you to the perfect ring without pressure or upselling.

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The Bigger The Better

Many assume size equals value, but that’s not true. Cut, clarity, and overall quality matter far more than just carat weight. A smaller, well-cut diamond can sparkle brighter than a larger one of poor quality.

Our Advice: Choose what looks best on your partner’s hand and fits their lifestyle. For example, if they work with their hands or wear gloves regularly, a very large diamond can be impractical and uncomfortable. Sometimes, elegant proportions make for the most stunning ring.

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