If not now, when?

If not now, when?

2020 has been an unexpected journey, but I am finding that the True community is not about to let the state of the world impact their life choices. The adage “if not now, when?” comes up often. We don’t know what lies ahead so why put our own future on hold? 

In delving into the sentiment of  ‘if not now, when’, the origin of the message comes from Hillel the Elder, a philosopher who is known for many of his insightful words. He stated “what is hateful to you, do not do to your fellow”, a phrase which we have adapted now calling the ‘Golden Rule’. In Hillel’s message about seizing the moment, the full phrase goes “If I am not for myself, who will be for me? And if I am only for myself, what am I? And if not now, when?” He is highlighting the importance of not postponing; there may never be a ‘right time’ so as such, now is the best time.

Several True couples decided that with the uncertainties of 2020 pushing out further every day, they chose instead to keep the romance alive and continue with their wedding and proposal plans. In fact, according to The Knot, 9 out of 10 couples in North America have not changed their wedding plans, or are only postponing while less than 1 in 10 have cancelled weddings. 

If I am not for myself, who will be for me? 

The modern world has ushered in a new class of people who aren’t afraid of defining their own lives and leading with self love first and foremost. Knowing that it is exactly true - if I am for myself then I am ready for the world to be for me, and using that energy as a magnet of strength and openness to what is to come.

One True woman defined her own self love through designing a bespoke right hand ring. She had achieved a milestone in her life, and wasn’t afraid to tell her story with this piece of investment jewellery being a constant reminder, and is left feeling empowered and confident every time she puts it on. At True, we applaud these symbols of working hard on both self love and achievement. Our right hand ring is an incredible symbol of a milestone, achievement, or self-love. You must be for yourself, because if not, who else will Be for you?, 2020 could turn out to be your year!

If I am only for myself then what am I? 

Human nature is all about connection. A True man used this uncertain time to enhance the symbol of commitment with a surprise. As a couple, they had agreed to hold off on major purchases like a house, or a ring, due to the uncertainty of 2020. This man used the opportunity of the unexpected to contact True and order the ring of his future fiancé’s dreams after telling her this could not happen in 2020. Because it was so unexpected, the romance and surprise was even bigger than ever! A gorgeous sentiment and symbol of commitment for the one you love.

If not now, when? 

One True couple decided that no matter how far they pushed out their wedding, there could still be a state of unrest in the world - three months? six months? One year? So instead of postponing, they did the opposite and moved their wedding up sooner, to six weeks away! They connected with their closest friends and family to save the date, and are planning to move forward with their nuptials. They are in love. They want to be married and commit to each other in front of loved ones. If not now, when? 


At True, we love that you want to keep on track with your life plans, and we want to make that as easy as possible. Everything that drives True is about your experience as a customer: True offers virtual consultations for bespoke rings, offering one-on-one conversations to help understand your needs and guide your decisions. We offer an at-home try on program, shipping sample engagement rings to your door. We are open to communicate in the form that works best for you - we’ve worked with customers through text, email, video call, phone call, in person and even instagram messenger. We ship engagement rings in priority express door-to-door service. We offer shipping labels to send back your ring for re-size, or have your ring cleaned. The True process was built to make your life easier - from understanding the complex diamond industry to shopping from the comfort of your own home. No matter where you are, we come to you. We want to make sure you can carry on with your plans, your relationship momentum and your life, even through social distancing. 

Everyone loves good news, especially right now. Whether it means moving ahead with your wedding or engagement as many True couples have done, or buying yourself that gorgeous piece of investment jewellery that you’ve been desiring, don’t hold back. Be True to you. 

Because if not now, when? 

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