A "tradition" barely a century old
If someone asks you why engagement rings have diamonds, you probably answer "it is tradition". But that tradition is barely 80 years old — and it was born in a marketing meeting in New York.
Before the diamond
Engagement rings have existed for centuries. Romans already used them — but in iron. In the Middle Ages, rings with romantic inscriptions became fashionable. In the 19th century, Victorians popularised rings with coloured stones.
1938: De Beers changes history
In 1938, South African company De Beers — which controlled 90% of world diamond production — hired advertising agency N.W. Ayer to create a campaign associating diamonds with romantic love and marriage.
1947: "A Diamond is Forever"
In 1947, copywriter Frances Gerety wrote the most influential advertising slogan in history for De Beers. In less than two decades, the percentage of US engagement rings with diamonds rose from 10% to 80%.
The irony
Diamonds are not as rare as De Beers made us believe. The company artificially controlled supply to keep prices high. Today, lab-grown diamonds — chemically identical to natural ones — are available at a fraction of the price.
