The diamond industry has always thrived on smoke and mirrors. Endless marketing about “forever,” Hollywood engagement tropes, and the idea that a clear stone pulled from the ground is inherently magical. But more and more lab-grown diamonds are being sold: chemically identical to the “real” thing, flawless in sparkle, durable, and very affordable. But the industry still insists on charging thousands, with prices comparable to natural diamonds. Zeeman just blew that whole illusion apart with the price of a pizza delivery.
Zeeman (Yes, You Read That Right) Is Dropping a €29.99 Diamond
For years, luxury has been playing the same game: convince us that rarity equals value, and that true love can only be measured in carats (and in how much debt you’re willing to take on for them). A diamond on your finger was never just a stone; it was a status symbol. But then comes Zeeman—yes, the discount retail known for underwear multipacks—dropping a diamond necklace for €29.99. Suddenly, the myth of rarity feels about as fragile as a crystal glass at a student party.
Zeeman vs. the Establishment
This isn’t the first time Zeeman has gatecrashed luxury’s VIP room. Wedding dresses, sneakers, perfume, etc. Each time, they expose how arbitrary price tags really are. Now it’s a 0.10–0.12 carat brilliant-cut diamond, VS2 clarity, set in rhodium-plated sterling silver. No middlemen, no velvet boxes, no forced romance. Just the stone. On a hanger. For less than your monthly WiFi bill.
A €29.99 diamond doesn’t replace the luxury world of fine jewelry. It simply offers an alternative. It’s a wink to the myths we’ve all grown up with, and a reminder that beauty can exist at every price point. Starting September 4 at 2 PM, the necklace will be available exclusively via zeeman.com.
Diamonds will always be forever. With Zeeman, they’re also for everyone.
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