A couple's enduring and ever-growing love over the passage of time... what sentiment could be more timeless and endearing? A concept that began as a marketing idea for the diamond industry has evolved into one of the most recognized, popular and classic jewelry pieces of all-time – the drop-style Journey pendant necklace.
Journey Gems Go from Smallest to Largest
In its most classic form, a Journey-style pendant is made of four or more differently sized diamonds which are set to progress from smallest to largest in a straight line that drops from a necklace chain. Another extremely popular Journey design is the seven- or nine-diamond serpentine or S-shaped pendant. Other Journey designs include circle, spiral, heart, ladder patterns, and more. Some pendants feature decorative gold, platinum or other metal around the Journey-set gemstones. In each case, however, the gems must graduate in size – smallest to largest – in order to be true to the original Journey concept. Any number of gems may be used, as long as there are four or more.
Given the design's significant and tenderhearted message, a Journey-style pendant is the quintessential gift to symbolize lifetime-love and commitment – whether it be as a promise, engagement, wedding, or anniversary gift. Plus, the overall classic style, simple elegance, and good balance of the designs make each pendant extremely wearable for anyone of any age, style, and level of dress-up or dress-down. In other words, whether one is old or young, large or small, the Journey design works equally well with a sweatsuit or ballgown and may be worn for special occasions or 24/7.
Design Originally Developed for Diamond Jewelry
Although the design was originally developed just for diamonds, today Journey pendants may be found featuring beautiful, sparkly diamonds as well as gorgeous, colorful, precious and semi-precious gemstones. Pieces are available in almost any metal or other jewelry medium, and may be purchased at just about any price-point. The designs are so widely known and greatly desired that most every jewelry seller offers some sort of Journey-style jewelry.
The Diamond Trading Company, the rough diamond sales and marketing group within The De Beers Group diamond company, introduced the "Journey Diamond Jewelry" campaign in 2006. The Journey jewelry idea was developed with the aim of marketing existing diamond stock, and, specifically, as an alternative to ring designs such as the three-ring "Past, Present, Future" campaign that had been such a hit with consumers.
A January, 2006, article by Graduate Gemologist Robert Weldon, published in Professional Jeweler, describes the original Journey concept pieces as "jewelry containing at least four diamonds arranged in a graduated pattern from smallest to largest." The largest diamond was to be of "significant" size.
Journey Jewelry is Metaphor for Growing Love
According to market research, the term "journey" evokes a personal story or shared relationship within the context that "love is a progression or evolution, and grows stronger as the couple stays together," Weldon writes. "Journey diamond jewelry expresses that concept with designs showing a progression from smaller to larger diamonds as a metaphor for love that grows over time," he continues.
At its conception, the Journey campaign was expected to generate more than $10 billion in sales, surpassing the successful year-2000 three-stone diamond "Past, Present, Future" campaign that had shown an enviable 35 percent annual growth rate. News released by the Diamond Registry in January, 2008, reported that sales for the Journey concept already had reached a hearty $1.5 billion. Today, the market category continues to grow.
More Classic and Timeless Jewelry
In addition to Journey jewelry, another iconic, timeless jewelry style that is desirable and suitable for almost anyone includes the Past, Present, Future jewelry. Another diamond marketing success story, Past, Present, Future features a three-stone design that has taken-off in terms of its recognition and popularity. First marketed as ring designs for smaller diamonds, Past, Present, Future designs are available in a variety of jewelry pieces.
Other classic jewelry includes the iconic tennis bracelet; drop-style and and solitaire diamond earrings; drop-pearl and pearl-strand necklaces, bracelets and earrings; gold and silver dangling charm bracelets; collectible new, estate and vintage "high jewelry;" gold and platinum watches, and 20th- and 21st-century designer collections such as Tiffany Keys and Cartier Trinity, just to name a few. As they are all classic, wearable, highly coveted and desirable, the trick is understanding which jewelry best suits the wearer and the occasion.
Claire Eddins - Writer/editor, award-winning photographer Claire Eddins collects gems, horses, and obsesses over home, art, and design.
