The universal saying ‘a diamond is forever’ originated from the De Beers Mining Company in 1947 and has since been called by many ‘the best advertising slogan of the 20^th Century’ (American Mosaic, 2007). Sixty-eight years later, this advertising line has a recognition rate of 90% in America, reflecting just how effective it has been over the years (American Mosaic, 2007).

De Beers essentially created a billion dollar industry from the ground up through the ingenious ploy of marketing diamonds as a universal symbol of love and commitment pioneered through strategic product placement. As industry demand declined in the 1930s due to unfavorable economic conditions, the De Beers Company launched a campaign bombarding the public with images of movie stars and celebrities sporting glamorous diamonds on various mediums. Not only did they utilize film and TV product placement, they also pushed the inclusion of their products in magazines, newspapers and radio programs. Through the success of their marketing plan, sales of diamonds increased by 50% (American Gem Society, 2015).

By the year 1965, 80% of U.S. brides wore diamond engagement rings and the idea that diamonds were an everlasting core symbolic item linked to romance, eternal love and emotional sentiment became deeply ingrained in Western society (American Gem Society, 2015). Through the marketing of an idea instead of a product, De Beers was able to build a multi-billion industry in which they dominated for almost a century.

For as long as I can remember, I have always associated diamond rings as a representation of marriage. But with the rising rates of divorce and separation, have younger generations become skeptical of romance? Perhaps it may be time for the diamond industry to move on from their carefully crafted image of love and marriage and begin to focus on other modern values such as personal success and achievement.