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The 2011 trend in diamond retailing is focused on the frugal atmosphere the economy has generated. Of course size is a factor to most, but quality is still absolute. Education of a diamond purchase is clearly on the rise. Knowledge of the four c’s is the starting point, detail from the origin of the stone to the culet opening are determinate factors in the purchase. Not only are consumers learning about diamonds, metals are being discussed as well. White platinum, which is the more in style but expensive choice in metal for engagement rings, can now be replaced by alternative metals, which are a fraction of its cost. White gold can replace white platinum and are about 40 percent lower in terms of cost at this time. Palladium, which is a metal that is similar to platinum can also be used and is priced about 70% lower than platinum. How the diamond is set on the ring is also changing in 2011. More and more people are shying away from the pronged setting and are choosing more engagement rings that have

diamonds that are set in a semi-bezel way into the ring band. The semi-bezel setting will give added hold to the diamond to prevent its loss brought about by an active lifestyle. Another recession-friendly trend is the use of the full bezel setting to hold the diamond in place. Bezel settings have been in existence since the mid 1900s but the technique has greatly improved so that it holds the diamond more securely than the traditional pronged setting.

Bezel setting also allows for more wear and tear on the diamond, since it has metal around the full girdle.