The Real Reason We Buy Diamonds: A Story of Love, Marketing, and Mastery

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Precious diamonds have become synonymous with love, commitment, and devotion. Over three-quarters of all engagement rings today feature these sparkling gems. Americans alone spend over $11 billion on wedding jewelry each year. But the tradition of diamond engagement rings is much younger than most realize. Here’s the fascinating story behind why we buy diamonds.

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The Early History of Diamonds

Once considered rare, vast diamond reserves were discovered in South Africa in the late 19th century. Among those seeking fortune in these diamond mines was Englishman Cecil Rhodes, who formed the De Beers company in 1888. Over time, De Beers gained control over most of the global diamond trade—mining, supply, and distribution.

However, by the 1930s, the diamond market was struggling due to the Great Depression. To revive demand, De Beers turned to the burgeoning world of advertising.

The Birth of a Marketing Masterpiece

In 1938, De Beers commissioned N.W. Ayer & Son, an ad agency, to make diamonds a necessary luxury in American lives. Since De Beers controlled much of the supply, increasing demand meant higher profits for the company.

The agency's goal was to link diamonds with love and courtship. Men were convinced that a larger, more beautiful diamond equated to a greater show of affection, while women were led to believe that a diamond was an essential part of engagement.

Hollywood’s Role in the Diamond Dream

To further boost the diamond’s image, the agency turned to Hollywood. Producer Margaret Ettinger influenced movies, even changing the name of a film from Diamonds Are Dangerous to Adventure in Diamonds. Hollywood stars like Merle Oberon and Claudette Colbert wore stunning diamond jewelry on screen, reinforcing the idea that diamonds were part of the ideal romantic experience.

Ettinger’s cousin, Louella Parsons, a powerful gossip columnist, was also part of the campaign. She often wrote about the love lives of celebrities, paying particular attention to engagement rings and lavish jewels, like Grace Kelly’s iconic 12-carat square-cut diamond engagement ring. This helped create an aspirational image—anyone could dream of a diamond fit for a princess or movie star.

Sowing the Seeds of Tradition

De Beers didn't stop at Hollywood. They infiltrated schools and churches, subtly teaching that diamonds were an age-old part of marriage traditions. By the 1940s, as World War II sent many American men off to battle, marriage rates surged, and so did the demand for diamond engagement rings.

 “A Diamond is Forever”

In 1947, Ayer copywriter Frances Gerety wrote the now-iconic slogan: “A Diamond is Forever.” This simple yet powerful phrase cemented the association between diamonds and eternal love. The slogan has appeared in every De Beers ad since 1948 and was even hailed as the "advertising slogan of the century."

The genius of this slogan wasn't just emotional. It also subtly discouraged the resale of diamonds. After all, a diamond that symbolizes eternal love shouldn’t be sold. This further increased the demand for new, freshly mined diamonds.

Changing Spending Habits

Ayer’s copywriters were skilled at shaping spending habits as well. They introduced the idea that a man should spend one month’s salary on an engagement ring, a figure that later increased to two months by the 1980s. This tactic helped boost the value of diamond sales from $23 million to $2.1 billion in the U.S. over several decades.

Conclusion: The Diamond Legacy

Through brilliant marketing, De Beers and N.W. Ayer & Son didn’t just sell diamonds—they shaped an entire culture. Their campaigns transformed diamonds into the ultimate symbol of love, devotion, and marriage, creating a desire for a product we didn’t know we needed. Today, the diamond engagement ring is one of the most enduring symbols of love, thanks to one of the most successful marketing strategies in history.

So the next time you see a sparkling diamond, remember: it’s more than just a gem. It’s the product of a brilliant marketing masterpiece.