[font=Verdana, Arial, Helvetica, sans-serif]Another article:
From 1880 De Beers were able to control the supply (and price) of diamonds but how were they going to control demand during a period when sales began dropping dramatically (up to 50%) in the 20s and 30s onwards through the great depression? [/font] [font=Verdana, Arial, Helvetica, sans-serif]Just as platinum started to become popular in diamond engagement rings, diamonds were becoming less valued. Platinum was banned for all but war use during WWII and so the platinum diamond engagement rings as we know them today almost died out. [/font]
[font=Verdana, Arial, Helvetica, sans-serif] The answer to the problem was a new marketing campaign commissioned by De Beers that began in 1947. Perhaps you've heard the slogan "A Diamond is forever"? This was to mark the beginning of a change in the history of the engagement ring. [/font]
[font=Verdana, Arial, Helvetica, sans-serif]Subsequent campaigns would convince families to hold on to their diamonds as family heirlooms... and it worked! Used diamonds were not being released back into the industry which in turn created the demand that De Beers were seeking. [/font]
[font=Verdana, Arial, Helvetica, sans-serif]Jewelers were unofficially educated by De Beers to instruct men that two to three months personal wages were an ideal price to pay for the diamond engagement ring that their prospective fiance's would gladly accept. [/font]
[font=Verdana, Arial, Helvetica, sans-serif]In 1953 the world's two most glamorous women of the time Marilyn Monroe and Jane Russell were the stars of the hit film musical Gentlemen Prefer Blondes. [/font]
[font=Verdana, Arial, Helvetica, sans-serif]The plot involves Monroe and Russell chasing potential husbands on a cruise to France. The movie also features a very famous song sung by the blonde bombshell Marilyn Monroe, Diamonds Are A Girls Best Friend. [/font]
[font=Verdana, Arial, Helvetica, sans-serif]This film would have undoubtedly influenced public opinion at the time and will have advanced the the popularity of diamonds for years afterwards through Hollywood glamour. [/font]
[font=Verdana, Arial, Helvetica, sans-serif] The film is now 50 years old but it's still a firm favorite of all who love Hollywood and the legend of Monroe. (Of course there are others: High Society, Breakfast At Tiffanys, Diamonds Are Forever among them) [/font]
[font=Verdana, Arial, Helvetica, sans-serif]This is where the tradition of the diamond engagement ring really started, all from an advertising campaign that literally "rocked" the world! (Get it? "rocked".... okay I'll shut up!) So you see buying a diamond engagement ring isn't really a popular ancient tradition. [/font]
[font=Verdana, Arial, Helvetica, sans-serif] It's more a combination of "dreaming of being a princess", a clever marketing campaign and compelling Hollywood glamour that ultimately promotes diamonds as the only jewels with which to furnish your loved one as a sign of engagement.[/font]