Wired Cola

TLO looking through the Ben Moss catalogue: "'faux eternity'? If you got me one of those, I'd be with you for a faux eternity."

As far as I can tell, the "faux" part of this ring refers to the fact that the diamonds run only 2/3 around the circumference of the ring, rather than the fully circumferential gemstones of a regular eternity band.

What we have here is a failure of marketing. The word "faux" has lost its ability to euphemize "fake" away. as absurd as it would have sounded, a description like "2/3 eternity" or simply making up a new name for this type of ring probably would have been smarter. I'd probably just call it a "decade band" and emphasize how great a 10-year anniversary gift it was.