In 1938, the diamond cartel De Beers began a marketing campaign that would have a major impact on engagement rings. During the Great Depression of the 1930s, the price of diamonds collapsed. At the same time, market research indicated that engagement rings were going out of style with the younger generation. While the first phase of the marketing campaign consisted of market research, the advertising phase began in 1939. One of the first elements of this campaign was to educate the public about the 4 Cs (cut, carats, color, and clarity). In 1947 the slogan, A Diamond is Forever, was introduced. Ultimately, the De Beers campaign sought to persuade the consumer that an engagement ring is indispensable, and that a diamond is the only acceptable stone for an engagement ring. The campaign was very successful. In 1939 only 10% of engagement rings had diamonds. By 1990, 80% did and now just about everyone. Marketing does work. A real man spends at least 2 months salary on this hunk of carbon making De Beers very happy - Sergei Kochkin
Posted on: Fri, 14 Mar 2014 19:25:07 +0000
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