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Diamonds Are Forever - Or Are They!


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Did you know?

The tradition of using diamonds in engagement rings began in the 1940s, when diamond giant De Beers launched a marketing campaign that successfully associated diamonds with love and commitment. Prior to this, a variety of gemstones, such as rubies and sapphires, were also popular choices for engagement rings. Many of you have seen commercials  with the narratives that diamonds are forever like this video Video.


How did engagement rings arrive on the market

Prior to this slogan, during the 1930s, diamond engagement rings were not necessarily normal or expected, but today, it is almost a guarantee. In 1940, only 10% of first time brides were receiving diamond engagement rings, while in 1990 that number skyrocketed to 80%. They were selling the fact that your indestructible love should be symbolized with an indestructible stone, the diamond. This marketing campaign worked extremely well, as you can see in De Beers’ numbers. Between 1939 and 1979, their wholesale diamond sales in the United States alone increased from $23 million to $2.1 billion! It led their advertising budget to increase from $200,000 to $10 million a year. Money well spent, for De Beers.

Read the whole story about how a marketing program by De Beers' has forever changed how people view, buy and cherish diamond rings at https://theeyeofjewelry.com/de-beers/de-beers-jewelry/de-beers-most-famous-ad-campaign-marked-the-entire-diamond-industry/,

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