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.