Analysis of narratives from ethnographic research with diamond consumers representing the target market reveals how symbolic associations promoted by industry are refracted through interpretations of both adverts and diamonds in general, but shows that local contingencies (basic attitudes and knowledge about diamonds and their production, circumstances of acquisition, and personal histories) are significant in determining meanings of people's own specific diamonds. Far from being batch absorbers of advert discourse, consumers are idiosyncratic, creative, and sometimes playful interpreters, and furthermore may distinguish between these strategies and those suggested by adverts or as performed by others. These findings are in part explicable on introducing for diamond consumption an important distinction between type and token, whereby a token is a specific instantiation of a generic type. This approach contributes to developing methods supple enough to capture consumers’ multi-dimensional interpretive strategies.