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How an Ad Campaign Created the Diamond Gemstone

How an Ad Campaign Created the Diamond Gemstone

When you look at the 1930s, few Americans proposed with all the valuable stone. Then every thing changed.

I gave a lot of thought to how I was going to do it when I decided to propose to the woman who is now my wife. But i did not think much by what I happened to be planning to take action with. Not merely did a band appear the logical—nay, the inevitable—choice, but I experienced simply the diamond that is very. My grandfather had scrounged up money that is enough purchase a band for my grandmother within the early 1950s, plus the rock had passed away if you ask me as he passed on. We reset the diamond in an even more band that is modern got the ring appraised, and slipped it to my fiancee’s hand.

It absolutely was a moment—a that is beautiful of love and dedication spanning generations. Also it has also been what De Beers Consolidated Mines, Ltd. Desired. I happened to be a century-old advertising campaign, actualized. And I also’m definately not alone; three-quarters of American brides wear a diamond gemstone, which now costs on average $4,000.

From time to time, a write-up arrives that produces you completely reconsider a rote training.

Edward Jay Epstein’s “Have You Ever attempted to offer a Diamond? ” had been one of those. The investigative journalist deconstructed just what he termed the “diamond invention”—the “creation of this proven fact that diamonds are unusual and valuable, and they are important signs and symptoms of esteem. Continue reading