Every new year brings its own aesthetic. Some are all about stripped-back minimalism while others arrive drenched in sparkling gems. 2026 is already shaping up to be the year we collectively step back into something glossier: the revival of Old Hollywood glamour. Led by the unexpected comeback of one of the most iconic phrases in jewellery history: ‘A diamond is forever,’ this trend seems set to stay.
In a recent survey commissioned by 77 Diamonds, 40% of UK women described the phrase as ‘timeless and romantic,’ while another 4% found it ‘empowering’, a symbol of independence and self-worth. Yet the slogan hasn’t always carried the influence it once did. Its resurgence today is tied to shifting attitudes, the rise of lab-growns, high-profile proposals and a cultural longing for silver screen romance.
A Diamond Is Actually Forever
The phrase ‘A diamond is forever’ was first coined in 1947 by copywriter Frances Gerety, and went on to become DeBeers main slogan. By the time Marilyn Monroe serenaded her way through Gentlemen Prefer Blondes in 1953 as the diamond-devoted Lorelei Lee, the gemstone had become inseparable from the idea of timeless glamour, love and aspiration.
The mystique endured into the 1970s, with Shirley Bassey’s unforgettable Diamonds Are Forever for the 1971 James Bond film, reinforcing the stone as a metaphor for something that goes beyond just jewellery. However, by the early 2000s, there was a noticeable shift towards everyday wear, where diamonds were often styled as playful costume jewellery rather than rare treasures.
This trend would continue until the advent of lab-grown diamonds. Due to their accessibility, they widened the audience for diamond jewellery and in doing so, rekindled a desire for the rarity and romance associated with natural stones.
Still, perceptions are complex. In the same survey, 24% of women said the phrase feels ‘outdated,’ another 24% felt it was clever marketing with no personal meaning, and 9% saw it as irrelevant today. Many cited shifting attitudes toward marriage and the pressures of modern finances as reasons the slogan has lost cultural force.
A when it comes to diamonds themselves? 31% still view these stones as a lasting symbol of love and 18% see them as a representation of achievement or important life goals. The sentiment hasn’t disappeared; it's simply evolving.
High-Profile Proposals Leading This Trend
The return of Old Hollywood glamour isn’t just a feeling, you can see it clearly in the year’s most talked-about proposals.
Cristiano Ronaldo set the tone early with a truly monumental ring for Georgina Rodríguez. Experts estimate the central oval diamond weighs around 35 carats, flanked by additional stones for a total of roughly 37 carats. The scale, cut and unapologetic extravagance, instantly drew comparisons to Elizabeth Taylor’s legendary jewellery collection and reaffirmed that statement bold glamour is back.
Taylor Swift added another spark to the trend. Her engagement ring, with vintage detailing and a soft silhouette, felt like something straight from Hollywood’s golden age. Swift has a long history of influencing aesthetics, and this moment was no exception.
And then came Zendaya and Tom Holland, whose New Year proposal became one of the most romantic stories of the season. Holland is said to have proposed in an intimate setting at one of Zendaya’s family homes, presenting her with a 5.02-carat East-West cushion-cut diamond on a rich yellow-gold band. The ring, reportedly by Jessica McCormack, is modern yet timeless, echoing the glamour of 1950s cinema with a contemporary twist. Zendaya debuted it at the 2025 Golden Globes, instantly confirming its status as an ‘era-defining engagement ring.’
The ‘Show Girl’ Era Might Be Here to Stay
Part of this shift also comes from music’s most influential trendsetter. Taylor Swift’s most recent album ushered in a visual and lyrical revival of high-gloss glamour. Promotional imagery shows her draped in lavish diamonds, while her sound leans into cinematic drama with songs like Elizabeth Taylor:
“All my white diamonds and lovers are forever
In the papers, on the screen and in their minds
All my white diamonds and lovers are forever
Don't you ever end up anything but mine...”
The reference isn’t subtle. Swift understands the symbolism, and her 21st-century interpretation is a fresh approach to Hollywood nostalgia. As fans emulate her style, search interest in vintage diamond rings, antique cuts and old-world settings has surged.
Tobias Kormind, Co-Founder of 77 Diamonds, explains this perfectly:
“Every year brings its own fascinating jewellery story, but 2025 has been vividly shaped by the glamour and influence of the world’s most recognisable couples. What we have seen is a renewed desire for pieces that feel deeply personal. That can be captured through subtle vintage detailing or bold bespoke designs to create symbolism unique to each relationship.
The revival of the phrase ‘diamonds are forever’ is really interesting: while tastes evolve, people still want their most precious pieces to represent something enduring. When someone chooses a ring, they are choosing the beginning of their own story, and this year’s trends show that they want that story to be meaningful, and long lasting.”
With Swift’s cultural reach, the ‘Show Girl’ era feels less like a passing phase and more like a mood defined by champagne and sparkle.
77’s Custom-Made Glamour
As Hollywood glamour re-enters the cultural conversation, bespoke jewellery has become one of the most exciting ways to reinterpret the look for modern life. At 77 Diamonds, customers are gravitating toward designs that echo mid-century elegance while still feeling distinctly personal.
Bespoke ringsWe’ve seen a resurgence of interest in emerald-cut centre stones and baguette side diamonds that recall 1920s and 1930s Deco architecture. Fine milgrain detailing, which adds texture to the metal surrounding a stone, is also liked for its contrast and vintage appeal. On the other hand, bold silhouettes in 18K gold are also making a comeback, as well as larger-than-life stones, made newly accessible through lab-grown options.
These pieces don’t simply imitate Hollywood icons, they channel the spirit of the era while reflecting the wearer’s own story. And despite shifting attitudes toward the phrase ‘a diamond is forever’, the desire for expressive, sentimental jewellery is stronger than ever.
