No, it's different. For instance, gift-giving is a really big deal in Asian cultures. It's not about throwing lots of money around, it's just showing that you're thinking of someone, so gifts can be very small and inexpensive. So gift-giving is certainly a valid love language, just like physical touch, words of affection, etc. Some people just really like to give their loved one small gifts, and some people really like getting them. They can be small clothing items, candies/food, whatever.
Diamonds aren't "small gifts"; they're absurdly expensive ornaments. Their primary purpose is so American women can show off to other women how much money their husbands have. It's a bit like having a really expensive luxury car: it's a signal to others to show you're rich, not a way for someone to show affection to another.
Edit: About Asian cultures, I'll also add, it's just just lovers. Coworkers will frequently get each other small gifts, or gifts for everyone on the team. This is usually small food items, not anything at all expensive. They might do this if they travel somewhere. I had an Asian (i.e., he had just moved from SE Asia for this job) coworker once give everyone on our team some nice variety of tea, for instance.
When my manager tried to pay for my lunch, I declined and paid myself (I am from Russia, we had no such tradition at that time). The feelings I had were a mix of: a) is he trying to make me a teacher’s pet? I am not a teacher’s pet; b) is he trying to show that he has some power over me except paying my salary? At lunch break? He has no power over me except paying my salary, I can well afford to buy my own lunch.
An American visiting from other company was completely dumbfounded: Why have you paid yourself?? He is your boss, it’s his responsibility to pay when he invites you to lunch!!
...And I was completely dumbfounded observing his reaction: have Americans no pride?
yes and not actually they are both good for the same reason, IE they don't hold value. This sort of gift is social signalling that you are willing to sacrifice a certain amount of wealth for them. Neither chocolate, flowers or diamonds have good resale value so you are sacrificing for the partners happiness.
Diamonds aren't "small gifts"; they're absurdly expensive ornaments. Their primary purpose is so American women can show off to other women how much money their husbands have. It's a bit like having a really expensive luxury car: it's a signal to others to show you're rich, not a way for someone to show affection to another.
Edit: About Asian cultures, I'll also add, it's just just lovers. Coworkers will frequently get each other small gifts, or gifts for everyone on the team. This is usually small food items, not anything at all expensive. They might do this if they travel somewhere. I had an Asian (i.e., he had just moved from SE Asia for this job) coworker once give everyone on our team some nice variety of tea, for instance.