A fascinating article about the marketing of diamonds, from 1982, exposes the contrivance and bullshit behind the glitter and romantic extortion...
The diamond invention—the creation of the idea that diamonds are rare and valuable, and are essential signs of esteem—is a relatively recent development in the history of the diamond trade.
The diamond invention—the creation of the idea that diamonds are rare and valuable, and are essential signs of esteem—is a relatively recent development in the history of the diamond trade.
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It is essential that these pressures be met by the constant publicity to show that only the diamond is everywhere accepted and recognized as the symbol of betrothal.
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Toward the end of the 1950s, N. W. Ayer reported to De Beers that twenty years of advertisements and publicity had had a pronounced effect on the American psyche. "Since 1939 an entirely new generation of young people has grown to marriageable age," it said. "To this new generation a diamond ring is considered a necessity to engagements by virtually everyone."
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Again, sentiments were born out of necessity: older American women received a ring of miniature diamonds because of the needs of a South African corporation to accommodate the Soviet Union.
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For the diamond invention to survive, the public must be inhibited from ever parting with its diamonds.
Have You Ever Tried to Sell a Diamond? - Magazine - The Atlantic:
Toward the end of the 1950s, N. W. Ayer reported to De Beers that twenty years of advertisements and publicity had had a pronounced effect on the American psyche. "Since 1939 an entirely new generation of young people has grown to marriageable age," it said. "To this new generation a diamond ring is considered a necessity to engagements by virtually everyone."
...
Again, sentiments were born out of necessity: older American women received a ring of miniature diamonds because of the needs of a South African corporation to accommodate the Soviet Union.
...
For the diamond invention to survive, the public must be inhibited from ever parting with its diamonds.
Have You Ever Tried to Sell a Diamond? - Magazine - The Atlantic:
via kottke
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