How did Romanians come to prefer diamond jewellery made in Romania?
They say that a passion for luxury is a kind of "national trait" of ours. It's not something to boast about to the world, nor is it some psychological disorder that should send you to a psychiatrist or a psychologist. It's fine to be however you feel comfortable, as long as you don't trouble those who don't have the same means.
Being elegant is only human, after all. What's more, if we think about it, there are reasons behind this behaviour that makes us show the world everything we hold most precious... materially speaking. For 50 years, until 1989, modesty was elevated to the rank of national policy. Except, of course, for those who ran the country. Many had nothing to show, and those who did couldn't flaunt their "possessions". And just like that, we found ourselves with freedom on our hands. For 28 years we have had the right to display our status through cars, houses, trips to islands forgotten by the world and... diamond jewellery.
The frenzy with which Romanians let themselves be seduced by the West, or by fake products from Turkey and China, lasted a good few years. Again, it was quite normal. We wanted to see, to know, to feel on our own skin what had been forbidden to us for so many years. Then, more and more of us came back "home", in terms of our behaviour.
In Romania, quality things are made, often comparable to what is produced "abroad" and sometimes even better. It's just that people don't know it. Or they simply find it easier to appreciate something foreign.
The '90s meant the "swagger" of wearing an engagement ring brought from Turkey and made of melted-down 14-carat gold with diamonds that could quite simply be polished glass. But Romanians didn't care.
Diamond jewellery handcrafted in Romania
Time has passed, tastes have grown more refined, and Romanian workshops have emerged that made no compromises and have stayed in this hugely demanding market for 23 years.
Today, a diamond engagement ring with stones certified internationally by the largest gemological laboratories can be bought both from physical shops and online, under conditions of maximum safety.
We asked Lucian Constantinescu of Diamante.ro/FIRESQ why he thinks Romanians have returned to local workshops: "I can only answer for our own part. This return hasn't happened overnight. Our clients have grown accustomed to quality and to high-standard services.
For example, anyone who buys a FIRESQ engagement ring expects not only a spectacular design but also free after-purchase services. If you come in each year to have your engagement ring cleaned, you have a lifetime guarantee.
The fact that the workshop is in Romania gives you a host of advantages: over time, you'll need the ring resized, and only the maker can do that for you. When it comes to engagement rings with diamonds set into the band, the maker is the only one who can work on them. If it's a plain band, it can be altered elsewhere too, but with serious risks that the client takes on themselves."
Beyond these aspects that relate strictly to the act of buying a piece of jewellery with precious stones, a pleasant feeling remains: the fact that Romania produces diamond jewellery to the highest standards, and that there is a fairly significant segment of discerning clients who value quality.
