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Bridal, Gemstone Jewelry, Previous FeatureAbout Diamond Engagement Rings
Diamond Engagement Ring
The diamond engagement ring is a fairly recent concept. The idea of promise rings, betrothal rings, or wedding bands has been around for hundreds of years. Ancient Egyptians wore rings on the fourth finger of the left hand to signify love; as the vena amoris (the love vein) supposedly led from that finger to the heart. Romans wore betrothal rings, usually formed from leather. During the Middle Ages, Europeans began to wear birthstone rings to signify commitment. It wasn’t until 1477 however, when Austria’s Archduke Maximilian presented the first known diamond engagement ring to to Mary of Burgundy. At that time, diamonds were largely unavailable to the general populist because of their rarity and high value. In fact, only a few pounds of diamonds were found each year, either in a few river beds in India or in Brazilian jungles.
Roberta Z Diamond Engagement Ring
In 1870, all this changed when huge diamond mines were discovered in South Africa. Diamonds suddenly flooded the marketplace and diamond jewelry was now available to ordinary people. At first, diamonds were worn only at night for society galas, as the gem was considered to be ostentatious and somewhat vulgar if worn during the day. As availability increased, the price dropped and the Middle Class could suddenly afford diamonds.
In the 1930s, the DeBeers Company devised an American advertising campaign that, in essence, created the concept of the diamond engagement ring. By encouraging Hollywood starlets and the fashion industry to promote diamond rings, diamond ring sales increased by 55% in three years. By the end of World War II, the average bride sported a diamond engagement ring with a matching wedding band. In 1947, Frances Gerety created the line, “A Diamond is Forever” and the motto was advertised with photos of newlyweds and honeymooners. By 1965, 80% of American women received a diamond engagement ring.
Exclusive Diamond Ring
In 1967, the DeBeers Company turned the focus on the Japanese market. They wanted to change the Japanese courtship ritual to reflect the concept now common in America. They created an intense advertising campaign depicting beautiful and fashionable European and American women participating in outgoing western activities such as camping, mountain-climbing, or bicycling along with a well-dressed Japanese man. The purpose was to get Japanese women to associate diamond rings with the modernized female. Before the campaign, less than 5% of Japanese brides wore diamond engagement rings, over the next four years, that number increased to 27 percent. By 1981, 60% of Japanese women wore diamond engagement rings.
Regardless of the commercialized history, diamond rings have come to symbolize love, fidelity and happy-ever-after. Today’s industry, offers a large selection of diamond rings that vary not only in color, cut, clarity and carat; but unique design.
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