Ace Diamonds

Ace Diamonds- Sandwich Board Advertisement in the Jewellery Quarter, Birmingham UK, 2003
Ace Diamonds- Opening Soon- Storefront Window at the School of Jewellery, Birmingham UK, 2003
Ace Diamonds- Final Reductions- Storefront Window at the School of Jewellery, Birmingham UK, 2003
Ace Diamonds- Diamond Solitaire Ring- Gold Plated Metal and Playing Cards
Ace Diamonds- Diamond Earrings- Gold Plated Metal and Playing Cards
Ace Diamonds- Final Reductions- Storefront Window at the School of Jewellery, Birmingham UK, 2003

Ace Diamonds

Ace Diamonds explores preconceptions surrounding the ‘value’ of diamonds as symbols of beauty, status, wealth and romance, while commenting on a particularly disreputable aspect of the bizarre diamond trade.

This evolving exhibition presents the lifespan of a retail business from ‘Opening Soon’ to ‘Closing Down Sale-Everything Must Go’. Convincingly presented as yet another discount jewellery storefront in Birmingham’s Jewellery Quarter, the window-shopping public is confronted with a challenging new definition of ‘diamond jewellery’. Diamond gemstones are replaced with a familiar ‘diamond symbol’ and set into conventional ring, earring and pendant settings.

More than just a product, Ace Diamonds is selling an idea, and all for the low, low, bargain price of £24.99.

greg sims

Jeweller • Artist • Designer

Ace Diamonds