Engagement Ring In Congo, Republic 124

 Engagement Ring In Congo, Republic.

By Aamir Manan

20th century[edit]

In the United States, the popularity of diamond engagement rings declined after World War I, even more so after the onset of the Great Depression.[25]

In 1938, the diamond cartel De Beers began a marketing campaign that would have a major impact on

engagement rings. During the Great Depression of the 1930s, the price of diamonds collapsed. At the same time, market research indicated that engagement rings were going out of style with the younger generation. While the first phase of the marketing campaign consisted of market research, the advertising phase began in 1939. One of the first elements of this campaign was to educate the public about the 4 Cs (cut, carats, color, and clarity). In 1947 the slogan,

"A Diamond is Forever," was introduced. Ultimately, the De Beers campaign sought to persuade the consumer that an engagement ring is indispensable, and that a diamond is the only acceptable stone for an engagement ring. The campaign was very successful. In 1939 only 10% of engagement rings had diamonds. By 1990, 80% did.[26][27][28]

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Diamonds were first found in South Africa in 1866,[22] although they were not identified as such until 1867.[23] By 1872, the output of the diamond mines exceeded one million carats per year. [24] As production increased, those of lesser means were able to join in on this movement. However, diamond engagement rings were for a long time seen as the domain of the nobility and aristocracy, and tradition often favoured simpler engagement bands.

20th century[edit]

In the United States, the popularity of diamond engagement rings declined after World War I, even more so after the onset of the Great Depression.[25]

In 1938, the diamond cartel De Beers began a marketing campaign that would have a major impact on

engagement rings. During the Great Depression of the 1930s, the price of diamonds collapsed. At the same time, market research indicated that engagement rings were going out of style with the younger generation. While the first phase of the marketing campaign consisted of market research, the advertising phase began in 1939. One of the first elements of this campaign was to educate the public about the 4 Cs (cut, carats, color, and clarity). In 1947 the slogan, "A Diamond is Forever," was introduced. Ultimately, the De Beers campaign sought to persuade the consumer that an engagement ring is indispensable, and that a diamond is the only acceptable stone for an engagement ring. The campaign was very successful. In 1939 only 10% of engagement rings had diamonds. By 1990, 80% did.[26][27][28]