Who says a diamond is forever?

Weather it be for their splendor, or wonder, or even lack of attainability, it seems that diamonds have found their niche among women in American Society. But where did this popularity originate? How did women come to expect a diamond ring when getting engaged? And thus, placing the same expectation on men knowing they cannot get married unless they have a diamond ring to offer their desired bride-to-be. 

This idea of a “ring” actually dates back to the ancient Egyptians and Romans who were known to wear rings made out of other metals such as steel. The Greeks wore their rings on the left “ring” finger because they believed there was a vein there, the “venus amora,” that lead directly to the heart. Science has since proven this is untrue, but the Greeks were helpless romantics…so why do we wear our ring on the fourth finger? 

Regardless, these rings were plain. They did not include diamonds. In India, diamonds were believed to be good luck charms, but the sparkly rocks were exclusive to the nobility. Even up until the 19^th century, it was customary for American women to receive a thimble as a symbol of the engagement and then break off the bottom to wear this as a ring. The earliest known account of a diamond ring being gifted is the one the Archduke Maximillian of Austria gave to Mary of Burgundy in 1477. But for many years after this, only the wealthy could afford to gift a diamond engagement ring.

After diamond mines were discovered in Africa in the 1870s diamonds became more accessible to the average consumer. Supply increased, demand increased, and diamonds became more affordable as they were exported in vast quantities to Europe and the U.S.

It wasn’t until 1938, however, that De Beers Consolidated Mines, Ltd. joined forces with New York advertising agency, N.W. Ayer to establish the slogan, “A diamond is forever,” which solidified (no pun intended) the diamond engagement ring’s place in American society. Within 20 years of their campaign, 80 percent of American brides were wearing them.  They’re elaborate plan involved convincing fashion moguls that these were the latest trend, appealing to celebrities and glamorizing the whole idea among Hollywood’s biggest names.

As it turned out, De Beers’ simple plan to make a come back from a falling diamond market established the diamond engagement ring as the ultimate symbol of enduring love for brides across the country, and maybe even across the world because as we know, “A diamond is forever”…so how do you pick the right one?! 

Image Sources: 

http://andyventures.wordpress.com/2012/07/16/an-engagement-in-mitrovica/

http://www.bellableubridal.com/wedding-blog/2012/09/fact-or-fiction-friday-diamond-engagement-rings/

http://www.dogcanyon.org/2011/08/04/a-diamond-is-forever-one-woman-questions-the-most-successful-ad-slogan-of-all-time/