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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 precious rock. Then every thing changed.

Once I chose to propose into the girl who’s now my partner, we provided lots of considered to the way I was going to do so. But i did not think much in what I happened to be likely to do so with. Not just did an engagement ring appear the logical—nay, the inevitable—choice, but I experienced simply the really diamond. My grandfather had scrounged up money that is enough purchase a band for my grandmother during the early 1950s, in addition to rock had passed away for me as he passed on. We reset the diamond in an even more band that is modern got the ring appraised, and slipped it on my fiancee’s little finger.

It had been a breathtaking moment—a gesture of love and dedication spanning generations. Plus it has also been just what De Beers Consolidated Mines, Ltd. Desired. I happened to be a marketing that is century-old, 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, articles 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 these. The investigative journalist deconstructed exactly what he termed the “diamond invention”—the “creation associated with the indisputable fact that diamonds are uncommon and valuable, and therefore are crucial indications of esteem. Inside the 1982 Atlantic tale”

That invention is interestingly current: Epstein traces its origins towards the development 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 Uk entrepreneurs running the South African mines respected that just by maintaining the fiction that diamonds had been scarce and inherently important could they protect their opportunities and diamond that is buoy.