Lesotho Diamond Ruby Engagement Ring Fashion 93

Lesotho Diamond Ruby Engagement Ring Fashion.

By Farzana Aamir.

Responding to an ailing market, with the help of leading U.S. advertising agency N.W. Ayer & Son, in 1947 De Beers launched one of longest-running and successful campaigns, which linked diamonds with romantic love using the slogan “A diamond is forever”. Coined by Frances Gerety, a copywriter at the advertising agency, in 1999, Advertising Age magazine called this the best advertising slogan of the twentieth century. This slogan also conveyed the idea that an engagement ring should not be resold because of its sentimental value. With its multifaceted marketing campaign, which included advertisements of the diamond itself rather than the De Beers brand; radio programs publicizing diamond trends; product placement on television and in films, as well as stories and photographs of celebrities to associate diamonds with the rich and famous, the campaign set out to add mystique and emotional value to the diamond engagement ring