Fashion People Diamonds are Forever...And Then Some
Dec 26, 2025
Mark Bridge, CEO of At Present and heir to the Ben Bridge jewelry legacy, dives into the dynamic world of fine jewelry. He explains how traditional jewelers built trust and how the industry reacted to digital newcomers like Blue Nile. Mark shares insights into De Beers' iconic marketing and the emotional value of diamonds. He discusses launching At Present during COVID to spotlight independent designers, emphasizing the need for storytelling in jewelry. With a vision for sustainable curation, Mark offers a glimpse into the future of this resilient industry.
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Why Watches Branded But Jewelry Didn't
- Watches became branded by telling a story and differentiating product, while jewelry largely commodified by material and the four C's.
- The watch industry pivoted to sell craftsmanship and lineage, which jewelry missed, enabling successful branded watch houses.
Diamonds Are Cultural, Not Just Scarce
- Diamond value is largely a cultural construct reinforced by De Beers' marketing that linked diamonds to love and status.
- That historic narrative still supports high prices despite new sources and lab-grown alternatives changing supply dynamics.
Matchmakers Beat Mass Distribution
- Build a discovery platform to connect niche independent designers with customers instead of forcing unique pieces into mass retail.
- Use the internet to match buyers and creators rather than relying on expensive, slow-turn mall inventory.