The Making of Forever: How Diamonds Become the Perfect Engagement Ring

That engagement ring from Reading jewellery stores you’ve been eyeing has a really interesting history behind it. Did you know that you have a commercial to thank for its existence? The ad was made to promote diamond mining company, De Beers. The US sales of diamonds were lacklustre back in the 1930’s, and the company sorely needed to improve its brand image and sales.

The Historic Ad

Assigned to the task was New York ad agency N.W. Ayer. Their goal was to make the diamond more relatable and create a need for it. So they tied it up to romance. They targeted the young males, shaping the perception that diamonds are the best way to profess love, assure professional stability, and capability to provide. The bigger the diamond, the more viable a man is for a woman.


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