Diamond Rings

“A diamond is forever” was the slogan that made diamonds the most sought after object in North America in the late 1920s, around the time when it was entering a depression and diamond prices were falling.

Advertising made the diamond trade soar by doing one thing essentially: suggesting to young American men that if it was really love they were after, then one month’s salary spent on a diamond was the best way to prove it. It worked.

The growing diamond empire suddenly boomed. The true knack of advertising laid in the fact that something with really no lasting value – a diamond – was suddenly being equated to something invaluable – romantic love.

The “a diamond is forever” slogan combined with aggressive advertising soon had 80% of American engagements being sanctified by diamond rings. Diamond corporations used motion pictures as another channel for altering the American consumer’s psyche. They got movie directors to incorporate scenes that romanticized diamonds. In addition, jewelers were invited to supply diamonds to eminent Hollywood stars for public appearances.

The movies supposedly created a metaphor out of diamond rings, or indeed diamonds in general, for female sexuality and power. Diamonds became so glamorized that everybody wanted them. It was more accessible to the common man than, say, a Bentley or a Rolls Royce and yet, it was something glitzy but nevertheless acquirable.

Advertising was also responsible for creating certain myths about diamond rings just so the demand for them would increase. “If it’s under a carat, don’t own it” was one. “Only a diamond will do” was another. “If it’s not a big diamond, then don’t marry him”; “When you propose, only a diamond ring will do”; and “A diamond ring is the best surprise for her” were yet others.

Some cultures have myths surrounding diamond rings. Advertising myths, however, are created just so the diamond business can be propped up. Ruthless advertising and marketing of diamond rings end up creating an artificial need for an article of such little value as a diamond ring, ultimately.