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How to Market a Diamond

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Diamonds were not always viewed as a symbol of love and devotion; the sentiment, like most popular sentiments these days, was nothing less than the result of advertising and marketing prowess.

In the 1940s, major South African diamond conglomerate, De Beers, decided the diamond ring would be the engagement ring for the ladies of the United States, but they had to figure out how to let everybody else in on the news. They understood that the most important part of marketing diamonds would be associating the gem with the elusive qualities of love. According to Entrepreneur magazine, after conducting some of the most extensive marketing research to date, De Beers’s hired advertising henchmen, who determined that the American public needed to be instructed on the importance of the diamond ring as a symbol of everlasting love.
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