Only one true reason for giving engagement diamond ring

We at the Website decided to do a little investigation into one curious question, and revealed nearly the biggest conspiracy of advertisers. See for yourself!

A young man stands in front of his fiancee on one knee, confesses his love and gives... wedding ring with diamond. Why is it a diamond?







Up to 30-ies of the last century no one, in General, do not exchange rings at the engagement — and especially decorated with precious stones.

To give an engagement diamond ring came up with the international Corporation De Beers, which still exists and is engaged in mining and processing of diamonds. In 1940-ies of the De Beers launched an advertising campaign under the slogan "Diamonds are forever" ("Diamonds are forever"), which created a furor and is still one of the most successful marketing campaigns in the history of advertising.







The main goal of De Beers was to strongly emphasize the uniqueness and exclusivity of diamonds. Although the purchase of the ring was a good investment, is hinted to the buyer that it is not necessary to sell it at least for sentimental reasons — it is better to pass on to future generations.

Still — the number of diamond mines increased, and if the owners of the jewelry began to regularly resell their stones, it eventually would have caused their devaluation in the market.







Promocut to the film "Diamonds are forever".

In advertising had invested huge amounts of money, and hundreds of influential actors, Actresses and models tried to convince people to buy diamonds. The campaign slogan was used as the title of the film "Diamonds are forever" from the James bond and the film was partially sponsored by De Beers. Everywhere the sellers broadcast the same illusion — diamonds bring eternal love and they will never lose their value.

Many years have passed, and the image of diamonds as a perfect investment and a symbol of love only grows stronger by the day. But, anyway, love does not need such evidence, as elegant and expensive ring — it's either there or not, isn't it?

Materials huffingtonpost.com, theatlantic.com


See also
That's why wedding rings are worn on the ring finger
10 things I learned while preparing for the wedding


via www.adme.ru/svoboda-psihologiya/10-veschej-kotorye-ya-uznala-poka-gotovilas-k-svadbe-1264065/