Psychology explains why diamonds appeal to women: The surprising reasons behind their connection with confidence, beauty, self-expression, memories and personal identity in everyday life

Psychology explains why diamonds appeal to women: Diamonds can mean more than beauty and luxury. For many women, diamond jewelry may represent confidence, personal style, special memories or important life moments. Psychology and consumer research suggest that possessions can help people express identity, relationships and achievements. Studies on luxury consumption also show that distinctive products can influence how people see themselves and how others perceive them.