I mean it is, but you can break it trivially as an individual. There's no network effect, actually there's an anti-network effect. My partner and I were patient

I mean it is, but you can break it trivially as an individual. There's no network effect, actually there's an anti-network effect. My partner and I were patient zero for non-diamond rings in our social sphere. I got alexandrite and she got a green sapphire. The rings are stunningly gorgeous, unique, nothing at all like you would find at at Zales or whatever and less than half the price (which is good since we needed two :P) Our friends and family were obsessed and not six months later I got a text from a now engaged friend who wanted to know how we found them. He also opted for a green sapphire because it matched her eyes. Non-diamond rings sell themselves, someone (and it can be you) just needs to break the seal.