The way to look at it is that you're not on a diet. I decided to lose some weight and generally get a bit fitter/look after myself a bit better last year after my brother died. I changed my lifestyle in lots of small ways - had a couple of lime and soda as my first drink or two in the pub, cut down on the pints and switched to bottles. I more or less gave up poor quality convenience food at work (Greggs, sandwiches, crisps etc.) and made healthier alternatives at home that could be in the fridge ready to go as I needed them (soups, grains, salads and plenty of things like lean chicken, salmon fillets etc to accompany them). Had fruit & zero-fat Greek yoghurt for breakfast rather than cereal (it's amazing how much sugar is in most cereals - even the supposed healthy ones).
I also joined the gym, which was something I never in a million years thought I would do, and resumed taking long walks - which has always been a pleasure of mine. Had to push myself initially to go to the gym (fat bastard in the gym - not a pleasant thought) but gradually got to the point where I was there 4 or 5 times a week.
The one thing I refused to do was compromise or deny myself. If I wanted a curry/chinese/pizza, I had a curry/chinese/pizza - I was just sensible about how many and made minor adjustments the following day to mitigate it. I lost three and a half stones in weight, changed my body shape for the better and now feel much better in myself. I have cut down the gym visits as I'm pretty much in 'maintenance' mode now (although I'd like to lose another 4 or 5 lbs - the wife disagrees). I've dropped from a 38 waist to a 32, an 'XL' to a 'M/L' shirt depending on what/where I get it from and like myself a bit more.
IMO, the problem with 'dieting' and the diet industry is that it's designed around guilt and/or shame. **** that, if you want to do it just do it, but on your terms, don't feel as if you're suffering because that's a guaranteed way of rejecting all your good work and back-sliding. Keep it up and good luck.
tl;dr: If you want to do it, you can. If you don't you won't. Just be certain of what you want.