Everybody wants to know just what makes the woman of the 1990s tick. Countless studies report on her job, hobbies, interests, spending habits and the level of her bank account. She is commonly described as independent, young-at-heart, sophisticated and in search of high quality at reasonable prices—attributes jewelry producers and designers must take heed of in order to win both the minds and the purses of the current generation of female consumers.
De Beers, the biggest promoter of diamonds and jewelry, is a leader in the quest to define the woman of the 1990s—her quirks, tastes, and passions.
Recently the De Beers Diamond Information Services engaged German and Swiss designers to create innovative diamond jewelry pieces for the diamond cartel’s “Diamonds today 1995” design competition. The competition was divided into two categories: “Noble and Individual—Diamond Jewelry for the Woman of the 90s” and “The First Diamond—Diamond Jewelry for the Young Woman.”
From more than 350 designs, an independent jury selected 25 prize-winning pieces which best reflected an awareness of the target wearer—the young, contemporary woman. Pieces ranged from colorful and playful to outrageous and flamboyant to sophisticated and elegant.
Four award-winners, which were unveiled at the 22nd international Inhorgenta gem and jewelry fair in Munich, Germany, are shown here.