How did De Beers manufacture a demand for diamonds?
From the start, De Beers and their agency created and manipulated demand for diamonds by monopolizing the market, changing Americans’ social attitudes, and convincing people that a marriage isn’t complete without a diamond ring.
How did De Beers convince the public that diamonds are rare?
The secret to De Beers’ success is a marketing campaign that has permeated our culture –convincing every woman that she should receive a diamond ring from her fiancé and convincing each groom-to-be to pay “two-months salary” for that ring to show how much his love is worth.
What was the De Beers advertising campaign Why was it successful?
De Beers created one of the most successful marketing campaigns in the world: “A diamond is forever.” De Beers’ marketing managed to convince American men that to marry their dream woman they had to buy her a big old shiny diamond ring.
What is the main takeaway from De Beers ad campaign?
Their famous slogan: ‘A diamond is forever,’ was coined by a young copywriter at the N.W. Ayer advertising agency, Frances Gerety. This tagline, coupled with major advertisements created not just a desire, but a need for diamond engagement rings.
How did engagement rings come about?
The tradition of engagement rings can be traced back all the way to Ancient Rome when women started wearing first rings made from flint and bone, and then from copper, silver, and gold in the 2nd century CE. The rings were worn as a sign of love and obedience, but also as proof of a business contract.
When were diamonds first used in engagement rings?
1477
Anthropologists believe this tradition originated from a Roman custom in which wives wore rings attached to small keys, indicating their husbands’ ownership. In 1477, Archduke Maximillian of Austria commissioned the very first diamond engagement ring on record for his betrothed, Mary of Burgundy.
Why diamond rings are used for engagement?
Diamond Engagement Rings Today While in earlier times they symbolised ownership, today they are a symbol of mutual commitment and everlasting love. The styles of diamond engagement rings have also evolved, and now there is an endless array of different diamond shapes, cuts and even colours to choose from.
When did diamonds become valuable?
Diamond, although discovered first in India in 4th century BC, became a very valuable commodity in the 1800s when European women started wearing it at all important social events. The discovery of diamonds in South Africa in 1870s played a very important role in shaping the diamonds as we see them today.