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As someone who teaches writing, I am probably more particular about grammar than many people. However, I doubt I am alone in wanting to avoid a store actually called Diamonds R Forever. But, I kid you not, such a place exists. If I am going to buy diamonds, I want it to be from a company that can spell “are.” I don’t want a store that uses text and internet abbreviations in their name and reminds me of a kids’ toy store (even if they use a lovely romantic script typeface for their name). Talk about a problem with ethos. That “R” ruins it for me. I want a professional store with professional, knowledgeable (including spelling) staff. I want quality. “R” does not say quality.

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