"Do consumers think that diamonds are really rare? No. The quicker we understand this, the faster the market for diamonds will recover," explains diamond jewelry veteran Ayalla Joseph. "Then why do women still love diamonds? Why has the slogan ‘A Diamond is Forever’ captured the hearts and wallets of millions? We know they are so not rare. So what is it? The answer lies in the fact that they have no function whatsoever other than to prove a man’s love or a woman’s worth. It really is that simple."