Fion Lee's Blog

Tiffany, Cartier, Harry Winston…No girls can resist those brands, since:

Diamonds are a Girl’s Best Friend.

Diamonds have been trademarked to be luxurious, high-class, prestigious. However, aren’t they just PURE carbon? How can an element make such a great impact on human’s lives?

In 1947, De Beers Company created an advertising campaign with the slogan:

A Diamond is Forever

This influenced the demand for the whole industry. Ever since then each girl’s dream is to own a diamond ring from their loved ones, which represents eternal love. De Beers continued to use this slogan for more than 50 years, because it had created such a successful impact in the market.

This also refers back to Maslow’s Hierarchy of Needs.

Diamonds, as luxurious goods, they obviously fall under the “Esteem Needs”.

There are 2 types of Esteem needs:
High: “Self-respect, the need for strength, competence, mastery, self-confidence, independence and freedom”
Low: “Respect of others, the need for status, recognition, fame, prestige, and attention”

We would want diamonds to boost up our self-confidence as well as display our social status and recognition. According to Maslow’s Hierarchy of Needs, you would need to satisfy and master the lower level of Needs before reaching your way up; therefore, it is crystal clear that Diamonds have made it’s way up to top.

Has Diamonds reach the “Self Actualization” needs yet? If not, how would marketing bump it another level higher?

http://en.wikipedia.org/wiki/Maslow’s_hierarchy_of_needs#Esteem

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