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Diamonds have a mystique about them. Television ads portray them as the ultimate gift of love.  Magazine ads want us to believe that a diamond is the only perfect gift to express love.  If you plan on purchasing a diamond because you like how it looks or if gives you or your love one pleasure then by all means enjoy.  If you plan on purchasing diamonds for investment purposes only you will need to do a lot of research to determine if this is a good idea.