Macau Fashion 2014 Emerald Diamond Engagement Ring 98

Macau Fashion 2014 Emerald Diamond Engagement Ring.

By Farzana Aamir. 

A Diamond is Forever Responding to an ailing market after WWII, with the help of  U.S. advertising agency N.W. Ayer & Son, in 1947 De Beers launched one of longest-running and most 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 the advertisements focused on the diamond itself rather than the De Beers brand.  Radio programs publicizing diamond trends, TV and film product placement, 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. Thanks to this innovative campaign, the American diamond market was revived, setting new sales records and diamond market trends around the world.  It also standardized the idea a man should spend about two to three months wages for a diamond engagement ring.  The ‘psychological necessity’ of diamonds purchase had effectively been engrained as the proper engagement tradition.