The diamond as an engagement ring has become popular in recent times, although diamonds were worn as far back for weddings since the late 1400’s, diamond engagement rings were more for aristocrats and royalty.
In present times diamond engagement rings became very popular as a way for De Beers to drum up business for their diamonds. The De Beers Company established a comprehensive marketing campaign during the mid 20th century. This included focusing diamond buyers on the diamond itself instead of on the De Beers name. Another important part of De Beers marketing campaign was to market the diamonds as the ultimate expression of love in the form of an engagement ring.
As part of the marketing campaign, the N. W. Ayer & Son advertising firm came up with the slogan, “A diamond is forever”. This phrase continues to be the hallmark of De Beers after all these decades. The De Beers diamond marketing campaign was one of the most successful marketing campaigns in history.
One of the other problems that De Beers had to solve was how to tell customers what to spend on an engagement ring, one of the marketing associates came up with a great solution, market the concept that a man buying a diamond engagement ring should spend three month’s salary on the purchase. Both of these highly successful marketing measures help spur the diamond market in America, and even help grow markets where there were no set traditions regarding engagement rings.
For many people that are interested in purchasing an engagement ring for a special someone, it is important to understand the symbolism behind the diamond. The diamond truly does last forever and when you give a diamond to your fiancé, it means that your relationship and love should last forever.
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