The Invention of the Diamond Engagement Ring
Content
The Invention of the Diamond Engagement Ring
"Diamonds are intrinsically useless, but for the profound emotional need they fill."
-De Beers Chairman Nicky Oppenheimer
It Is Valentine's Day - and everyone, single or coupled, is thinking about love. And what is more
inextricably linked with love than cash? Have a minute to consider that...
What Is more interchangeable with love than an engagement ring? Maybe you have thought about
how that occurred? I did. It turns out diamond engagement rings aren't a ageless tradition as we
have been led to consider.
This is not a hate on love story, or jewelry. I adore both. That is only the narrative of a storyline.
Actually, it is the narrative of Black diamond engagement rings two storylines.
The second storyline happens half a millennia after, when De Beers, having consolidated 99% of the
diamonds on earth, convinced the whole, formerly indifferent world that everybody needed a
diamond, and consistently had. This really is the story of how De Beers pulled off among the best con
work ever, and assembled a multi-billion dollar empire consequently.
Will You Amalgamation Me?
In 1477 AD, 18-year old Archduke (and later Holy Roman Emperor) Maximilian proposed to his great
love, Mary of Burgundy, with the first ever faceted diamond engagement ring. Sigh...
Well, that is De Beers variant, anyhow.
The Archduke did in fact propose, (through emissaries and ambassadors) to Mary of Burgundy in
1477--even though he had never met her, and likely could not have picked her out in a line up. He
did present a faceted diamond engagement ring...to her dad, Charles the Bold. That section of the
narrative is authentic. The diamonds were miniature, and place to the design of an 'M.'
Allegedly it absolutely was an 'M' for Mary--although it could just as readily, as well as more
competently, been an 'M' for monarchy or am 'M' for cash. It actually should have been 'M' for
amalgamation. The union was truly an intricate, multi national acreage deal, as royal unions
commonly are. The diamond ring was a well thought-out and greatly filled emblematic gesture of the
very public sort.
The diamond engagement ring, as all of US understand it, was an invention of De Beers plus a Nyc
advertisement agency, N.W. Ayers. It was, first of all, a merchandise. But it turned out to be a new
form of merchandise. It ended up being a approach to emotionally compel individuals to get
diamonds, by reinventing the concept of diamonds as essentials, rather than temptations or
frivolities. It was likewise a method to unload those diamonds around the largest new marketplace
on earth. Even when it was likewise the marketplace least interested in having them. Ultimately- it
was a manner dress up and present the lowest, least desired rocks, as though they were something
special and significant.
So how did they take action? They mined history to get a precedent, and made it the centre of an
heroic spin effort. The storyline of "the primary diamond engagement ring" place only the right
intimate tone, and just the proper legendary historical circumstance.
Afterward they did something extremely creative: They hired Madison Avenue advertising business,
N.W. Ayer, to sell the notion of diamond engagement rings to an unwitting people, especially the
under-18 crowd.
De Beers already had the deficiency angle covered by manipulating the supply, to this kind of degree
that diamonds were already considered uncommon and so quite precious. All that was left was to
control the consumer.
In 1948, N.W. Ayer created the iconic effort: "A Diamond is Forever." They participated in cutting
edge techniques, like merchandise research and social psychology. They applied, maybe invented,
product placement manner ahead of its time; they gifted movie stars with diamond rings, afterward
paid paying multiple media outlets to reveal them wearing the stone.
De Beers did not devise the diamond engagement ring.
Everything You Never Wanted To Learn About Diamonds
What's a diamond, technically speaking?
In scientific terms, a diamond is an allotrope of the element carbon, meaning that it's but one of
many shapes a material might require.
Carbon is a part of nearly everything. It is definitely a element of you. 99% of the body is composed
of just three elements, plus one of these is Carbon. To say carbon is common could be an
understatement. It is the fourth most plentiful element in the universe.
All the diamonds on world and belowground were formed about 320 miles below the earth's surface,
1 to 3 billion years back, under extreme heat and pressure. There's little doubt an almost
inconceivable quantity of diamonds remain down there. Countless years back, when those volcanoes
erupted, diamonds were taken up in the magma, and deposited among the other stone.
Carbon really comes from the Latin word Carbo, significance Coal. Diamonds are in fact, merely a
really, truly compressed kind of coal.
Fantasy, huh?
At standard temperature and pressure, carbon will take the kind of graphite. Mistaken? Envision a
chain-link fence lying on the earth; each area where the chain crosses is an atomic bond. Should you
layer one chain-link fence in addition to another, in addition to another, in loose sheets, that is
graphite.
So what makes some generic carbon a diamond and never a sheet of graphite? Organization. This
pattern provides the mineral each of its properties, most notoriously its capability to scatter light
waves just like a prism.
This is not merely quite, it is perfect, at least from a molecular viewpoint.
That doesn't, nevertheless, cause them to become infrequent. And there have already been huge new
finds since then.
Nor do diamonds last forever, despite what their many advertisers would have us believe. The
phrase diamond comes from your phrase adamantine, significance indestructible. And while it is true
that nothing can cut a diamond except another diamond, that really doesn't mean nothing can ruin
them. Challenging, yes: the hardest material in the mineral family, and much more than 50 times
more challenging than the next hardest, sapphires. But tough is not the same as powerful.
You may do all types of awful things to them. You'll be able to scratch them up in your jewelry box so
long as you've other diamonds, you could incinerate them at 1400
"Diamonds are intrinsically useless, but for the profound emotional need they fill."
-De Beers Chairman Nicky Oppenheimer
It Is Valentine's Day - and everyone, single or coupled, is thinking about love. And what is more
inextricably linked with love than cash? Have a minute to consider that...
What Is more interchangeable with love than an engagement ring? Maybe you have thought about
how that occurred? I did. It turns out diamond engagement rings aren't a ageless tradition as we
have been led to consider.
This is not a hate on love story, or jewelry. I adore both. That is only the narrative of a storyline.
Actually, it is the narrative of Black diamond engagement rings two storylines.
The second storyline happens half a millennia after, when De Beers, having consolidated 99% of the
diamonds on earth, convinced the whole, formerly indifferent world that everybody needed a
diamond, and consistently had. This really is the story of how De Beers pulled off among the best con
work ever, and assembled a multi-billion dollar empire consequently.
Will You Amalgamation Me?
In 1477 AD, 18-year old Archduke (and later Holy Roman Emperor) Maximilian proposed to his great
love, Mary of Burgundy, with the first ever faceted diamond engagement ring. Sigh...
Well, that is De Beers variant, anyhow.
The Archduke did in fact propose, (through emissaries and ambassadors) to Mary of Burgundy in
1477--even though he had never met her, and likely could not have picked her out in a line up. He
did present a faceted diamond engagement ring...to her dad, Charles the Bold. That section of the
narrative is authentic. The diamonds were miniature, and place to the design of an 'M.'
Allegedly it absolutely was an 'M' for Mary--although it could just as readily, as well as more
competently, been an 'M' for monarchy or am 'M' for cash. It actually should have been 'M' for
amalgamation. The union was truly an intricate, multi national acreage deal, as royal unions
commonly are. The diamond ring was a well thought-out and greatly filled emblematic gesture of the
very public sort.
The diamond engagement ring, as all of US understand it, was an invention of De Beers plus a Nyc
advertisement agency, N.W. Ayers. It was, first of all, a merchandise. But it turned out to be a new
form of merchandise. It ended up being a approach to emotionally compel individuals to get
diamonds, by reinventing the concept of diamonds as essentials, rather than temptations or
frivolities. It was likewise a method to unload those diamonds around the largest new marketplace
on earth. Even when it was likewise the marketplace least interested in having them. Ultimately- it
was a manner dress up and present the lowest, least desired rocks, as though they were something
special and significant.
So how did they take action? They mined history to get a precedent, and made it the centre of an
heroic spin effort. The storyline of "the primary diamond engagement ring" place only the right
intimate tone, and just the proper legendary historical circumstance.
Afterward they did something extremely creative: They hired Madison Avenue advertising business,
N.W. Ayer, to sell the notion of diamond engagement rings to an unwitting people, especially the
under-18 crowd.
De Beers already had the deficiency angle covered by manipulating the supply, to this kind of degree
that diamonds were already considered uncommon and so quite precious. All that was left was to
control the consumer.
In 1948, N.W. Ayer created the iconic effort: "A Diamond is Forever." They participated in cutting
edge techniques, like merchandise research and social psychology. They applied, maybe invented,
product placement manner ahead of its time; they gifted movie stars with diamond rings, afterward
paid paying multiple media outlets to reveal them wearing the stone.
De Beers did not devise the diamond engagement ring.
Everything You Never Wanted To Learn About Diamonds
What's a diamond, technically speaking?
In scientific terms, a diamond is an allotrope of the element carbon, meaning that it's but one of
many shapes a material might require.
Carbon is a part of nearly everything. It is definitely a element of you. 99% of the body is composed
of just three elements, plus one of these is Carbon. To say carbon is common could be an
understatement. It is the fourth most plentiful element in the universe.
All the diamonds on world and belowground were formed about 320 miles below the earth's surface,
1 to 3 billion years back, under extreme heat and pressure. There's little doubt an almost
inconceivable quantity of diamonds remain down there. Countless years back, when those volcanoes
erupted, diamonds were taken up in the magma, and deposited among the other stone.
Carbon really comes from the Latin word Carbo, significance Coal. Diamonds are in fact, merely a
really, truly compressed kind of coal.
Fantasy, huh?
At standard temperature and pressure, carbon will take the kind of graphite. Mistaken? Envision a
chain-link fence lying on the earth; each area where the chain crosses is an atomic bond. Should you
layer one chain-link fence in addition to another, in addition to another, in loose sheets, that is
graphite.
So what makes some generic carbon a diamond and never a sheet of graphite? Organization. This
pattern provides the mineral each of its properties, most notoriously its capability to scatter light
waves just like a prism.
This is not merely quite, it is perfect, at least from a molecular viewpoint.
That doesn't, nevertheless, cause them to become infrequent. And there have already been huge new
finds since then.
Nor do diamonds last forever, despite what their many advertisers would have us believe. The
phrase diamond comes from your phrase adamantine, significance indestructible. And while it is true
that nothing can cut a diamond except another diamond, that really doesn't mean nothing can ruin
them. Challenging, yes: the hardest material in the mineral family, and much more than 50 times
more challenging than the next hardest, sapphires. But tough is not the same as powerful.
You may do all types of awful things to them. You'll be able to scratch them up in your jewelry box so
long as you've other diamonds, you could incinerate them at 1400
