Diamonds are Forever

In October 2005, Egg asked the Social Issues Research Centre to investigate the trends that would define the "Noughties". They found that many people thought of the period as the "Decade of Fear", due to the immense media coverage of 9/11, the tsunami and the War on Terror. As a result, people are increasingly likely to stay at home, to indulge themselves and to demand everything on their own terms. One great way to combine all three is to treat yourself to gorgeous jewellery, ordered from the comfort of your own computer desk, and delivered straight to your door within days.

The big surprise for online jewellery retailers is that diamonds sell remarkably well through websites. The range available is incredible, with everyone from top-end specialists such as Blue Nile through to familiar high street names such as H.Samuel selling diamond jewellery online. Consumers are now confident that buying online is secure, and the quality and design of websites makes the decision easy. For example, some jewellers' sites feature zoom and 360 degree views of their products so you can see exactly what you're getting. Blue Nile even offers an online design service – you can 'build' a diamond ring by choosing the stone shape, selecting the perfect band to complement it, and setting the budget.

How to Wear Diamonds:

Diamond Earrings
Diamond jewellery is more affordable than ever, so now is the time to buy something special. For true self-indulgence, treat yourself to a pair of diamond earrings to wear every day. There's no point saving special jewellery for special occasions – if you buy something because you like it, then why not wear it? Diamond earrings come in all shapes and sizes, and the glittering stones are so versatile that you can wear them with anything. For adding discreet sparkle to any ensemble, a little pair of diamond studs is probably the safest option; however, there are some gorgeous drop and hoop earrings around that look fantastic with a strapless little black dress.

Diamond Bracelets
Tennis bracelets are a favourite accessory, although they are possibly a little over the top for everyday wear. They have a classic appeal akin to that of pearls or solitaire rings, so are perfect 18th or 21st birthday presents. For something a little more subtle but just as stylish, try a delicate bangle in ultra-fashionable white gold, pavé-set with a sweep of gems. The beauty of diamond bangles and bracelets is that whenever you move your arm, at least one of the stones will catch the light, and sparkle in that magical way that diamonds have. If you are looking for a stunning accessory that won't date over the decades, diamond bracelets are definitely worth a look.

Diamond Rings
And finally we come to rings. Diamonds no longer have to be restricted to a timeless solitaire engagement ring. Confident, successful women are beginning to regard right-hand rings as the ultimate expression of self. Wearing a fashionable diamond dress ring to the office every day is a subtle statement, but it will definitely get you noticed at the boring weekly meeting. Make a statement with a "what, this old thing?" attitude to your diamonds.

Diamond Watches
If you're a bit strapped for cash, but can't resist the appeal of the little sparklers, why not try a diamond-set watch? It's far easier to justify to your other half than a dazzling diamond pendant, however gorgeous it may be, because you really need a watch anyway, don't you?

Diamond Celebrities
Catherine Zeta Jones is famed for her stellar ascent from Swansea mini-series girl to A list silver screen goddess. Her red carpet outfits always play to her strengths – she has a stunning, hourglass figure, and knows that sumptuous satiny gowns with structured bodices and flowing skirts look fab on her. Catherine accessorises with the kind of jewellery you'd expect from someone married to an elder statesman of Hollywood; old-fashioned jewellery, set with obscenely large diamonds.

Jennifer Lopez has a very different attitude to her rocks. Like Destiny's Child, she buys her own. She may have once been Jenny from the block, but she is now queen of a multi-million dollar empire, which allows her to buy herself a new set of diamonds to perfectly accessorize each of her fabulous reinventions. J.Lo no longer has the stunning six carat pink diamond ring that Ben Affleck proposed with, so for her 36th birthday, she bought herself a gorgeously indulgent £2.5 million diamond-encrusted ring.

Guys would do well to take a leaf out of David Beckham's book. He treated wife Victoria to a pink diamond even bigger than J.Lo's, but he's no stranger to bling himself. The London-born footballer has become an international style icon thanks to his sharp tailoring and immaculate grooming. David likes to wear a huge single stud earring, set with a sparkling square-cut diamond, with a sharp suit and no other jewellery. Herein lies the secret to men's jewellery – one piece at a time is usually enough, especially if it's diamond-set.

In recent years, ice has become the jewel of choice for rappers such as Fifty Cent, who choose it as a visible display of their wealth and success. The subject of conflict diamonds has hit the headlines of late, thanks to Kanye West's "Diamonds from Sierra Leone", which directly refers to the ongoing civil war in that country, financed by the sale of diamonds mined in the warzone. Jay-Z, another Roc-A-Fella artist known for his appetite for bling, is shown using a "diamond cutting" gesture on the front cover of his album "The Dynasty: Roc La Familia". These rappers have now, rightly or wrongly, become role models, and to get the look of any of these hip-hop stars, a chunky, expensive diamond-encrusted crucifix is a good start.