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 rock. 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 became likely to do so with. Not just did an engagement ring appear the logical—nay, the inevitable—choice, but I’d simply the really diamond. My grandfather had scrounged up money that is enough obtain a band for my grandmother in the early 1950s, and also the stone had passed away in my experience as he passed on. We reset the diamond in a far more band that is modern got the ring appraised, and slipped it back at my fiancee’s hand.

It absolutely was a gorgeous moment—a gesture of love and dedication spanning generations. Also it has also been what De Beers Consolidated Mines, Ltd. Desired. I became a marketing that is century-old, actualized. And I also’m not even close to 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 which makes you completely reconsider a rote practice.

Edward Jay Epstein’s « Have You Ever attempted to offer a Diamond?  » had been one of these. Inside the 1982 Atlantic tale, the investigative journalist deconstructed exactly what he termed the « diamond invention »—the « creation for the indisputable fact that diamonds are unusual and valuable, and so are crucial signs of esteem. « 

That innovation is interestingly present: Epstein traces its origins into the breakthrough of massive diamond mines in Southern Africa into the belated century that is 19th which the very first time flooded globe areas with diamonds. The British entrepreneurs running the South African mines respected that just by keeping the fiction that diamonds had been scarce and inherently important could they protect their opportunities and diamond that is buoy. (suite…)


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