How Did A Diamond Engagement Ring Become So Special To A Woman?

Diamonds have always been a womans best friend

, and the slogan A diamond is forever best describes it. Ever wondered where all this came from. Why is a diamond forever, why is it a womans best friend, why is it so necessary to present your bride to be a beautiful diamond engagement ring? Well to know all that, wed have to travel back in history. Diamonds were initially found in India and in the jungles of Brazil till late 19th century; however the quantity discovered was in few pounds every year. Later these stones were abundantly discovered in South Africa and very soon the market was flooded with diamonds and its value was going down day by day. The Investors soon found out that their investments were being endangered and that these precious stones would have value till they are made to look scarce. To this, what the major investors did was that, they merged their interest and formed an instrument known as De Beers Consolidated Mines, Ltd, which controlled the entire diamond production and created the illusion that diamonds were scarce.

In the American market, since the end of World War I, the demand for diamond was reducing significantly, to this the son of the founder of De Beers - Harry Oppenheimer worked with an advertising agency called N.W.Ayer to regenerate the demand of diamond in the lives of American people. They had to create an impact with the realization that diamonds cant be sold and should not be, since it forms an integral part in your and your spouses life. For this they came up with a slogan A diamond is forever.

They created an impression through there advertisements that engagement rings is a must in a couples life who wish to get married, because the ring would perfectly symbolize their closeness and affection and would always remain with them forever just as their love. To encourage this marketing, to reach the masses, cheap engagement rings that have diamonds on them were introduced so that no couple is left out without one.

Women and men were made to realize that its only through a beautiful designer diamond engagement ring can they win each others heart. Women were made to think that there was nothing more precious than a diamond since it lasts forever just like their love. Diamond bracelets equally give a fascinating look.

by: Elitha William

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