No, we're not talking about the corporate world's nickname for IBM. It's The New York Times talking about two trends in jewelry in its Sunday edition of Feb. 13. In its serious-minded "Week in Review" section, a full column noted the trend towards men buying women bigger diamonds, spurred by what the Times called "ego-taunting" De Beers ads and a hot economy.
The much trendier "Style" section of the Times, however, says the truly avant garde are eschewing diamonds for aquamarines. "Diamonds are a diamond a dozen," said one recent bride. They're also too easy, said another newly married woman, who commented, "To go and get a regular old, run-of-the-mill diamond didn't seem that it involved nearly enough effort." The article also noted that brides were choosing rubies, amethysts and emeralds. Strangely, sapphires went unmentioned, though they're currently the most popular bridal alternative gem, according to bridal ring companies.
- by Peggy Jo Donahue