Diamonds Are for Girls’ Best Friends

“It is one of my love languages to gift,” she says, looking lovingly at the woman to her right, after wiping a tear from her eye. The two are filmed in black and white, and one is wearing a diamond-pendant necklace that shines particularly brightly in the muted setting. Usually the giving of diamonds is associated with lovers making the leap into marriage. But here, in an ad for Jared jewelers, two long-lost sisters describe how, after meeting for the first time, they chose to honor the occasion with diamonds.

Jared and other diamond merchants have similar ads. from Jared, a different pair of sisters speak of how they share an inherited ring, before a voice-over asks you, features a mother and a daughter showing off their jewelry, with one saying, “You are never too old to play dress-up.” Hallmark has a landing page that suggests that you , to “show appreciation for a relationship that brings so much joy.”