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Diamond Engagement Rings: A Historical Evolution
What comes to mind when you hear the phrase “a custom engagement ring?” Do you perchance envision a shiny diamond piece? And if so, who is behind such an association? Let’s dive deeper into how such pieces have evolved into their contemporary form and what exactly the diamond market has to do with it. The story is as brilliant as the stones themselves and describes not only couples’ strive for perfection but also marketing ingenuity.
Leafing through the annals of history, one can trace the origin of pre-marriage rings to about the 1st century A.D. Of course, they were made from bones, reeds, or metals. The very ritual of presenting an elaborate engagement piece as we know it today wasn’t around until the second half of the 19th and early 20th century. At around this time, diamond mining companies were striving towards conquering a bigger share of the market.
The Birth of the “Diamonds are Forever” Campaign
When dealing with some diamond oversupply issues, De Beers decided to introduce these stones as “the magic keepers of eternal love.” The company initiated a conveniently organized campaign that promoted the link between diamonds and matrimony. In 1947, they introduced a tagline that said “Diamonds are Forever,” somehow planting into people’s heads an idea that these stones represent unending love. This association is now so widespread that it definitely borders on a stereotype.
Statistics say that in 1940, only 10% of first-time brides were proposed to with diamond engagement rings. Over the years, things changed dramatically due to one of the most successful marketing campaigns of our time. It sold an idea, not a separate piece of jewelry or brand. De Beers managed to make people believe that diamonds are equivalent to true love and wealth. And if you love this girl so much and can’t imagine your life without her, how could you not spend money on a proper engagement ring?
Yes, the marketing strategy was aimed at both men and women. Moreover, grooms-to-be were told exactly how much they should spend on a custom engagement ring – at least two-months’ salary. Ladies, in turn, dreamed of a sparkling diamond ring to boast in front of their girlfriends and proudly wear to all family gatherings. This idea was slowly and softly put into the minds of Americans so that they perceived it as their own desire and wish. The campaign was so brilliantly thought out that by 1990, the number of lucky brides who received a diamond proposal ring skyrocketed to 80%.
Hollywood’s Role in Promoting and Cementing Diamonds as Symbols of Affection and Opulence
The advertising company N.W. Ayer was in charge of promoting the shiny stones. It came up with the idea to put diamond jewelry on celebrities, movie stars, and wives and daughters of political leaders. Articles and ads were published in the most influential newspapers and magazines, showing happy brides with so-much-desired rings on their fingers. Additionally, Hollywood movies were overfilled with various diamond pieces worn by the main characters. The scale of the media promotion was enormous.
However, another issue didn’t allow De Beers to control the market fully – it is diamonds aftermarket. Some decades ago, diamond jewelry was often resold to other people or jewelers, decreasing the overall demand for new products. Why buy something at a higher price if you can get it cheaper? It’s when De Beers promoted the idea that people should hold on to these precious stones as they are valuable heirloom pieces. This is how the issue was solved, making the company the leading player in the market and cementing diamonds as symbols of romance and luxury.
Breaking the Mold: Alternatives to the Classic Diamond Engagement Ring
Even though diamonds became couples’ default go-to option when choosing engagement jewelry, you don’t have to be that predictable. Why not make a nature-inspired moss agate or an exquisite royal emerald piece instead? Personalized engagement rings give you a chance to feature various gems and special engraved inscriptions that will ensure that the piece feels truly yours. Naturally, the best option is to leave such a job to professional jewelry makers like Olertis who can handle something as important as your engagement ring. Dare to dive deeper into the world of custom jewelry and create a piece worthy of your commitment!
