Jewelry companies: Bigger not better

By Gina Sirico at the NYSE

It's said that diamonds are a girl's best friend. And some girls may think that bigger is better.

But in these tough economic times, some jewelry companies are trying to change that perspective.

De Beers has a new ad campaign with the headline "Here's to less" and states that "we're overwhelmed by possessions we own, but do not treasure. Stuff we buy but never love...Perhaps it will be different now. Perhaps now is an opportunity to reassess what really matters."

Tiffany is also touting the "less is more" mantra with its ad saying "for less than you imagine, the best there is."

This recession has many formerly spendthrifty consumers watching every penny. They want things that will last -- things that hold special meaning to them.

Marketing companies have picked up on this and are now emphasizing quality over quantity.