Not known Details About Furrer Jacot: Wedding bands, Engagement rings

Of course, it is not. It can be ruined in any variety of methods. But with this in mind, the diamond's worth grew tremendously in the minds of consumers. And because diamonds actually diminished significantly in value for those who would try to resell them, it also assisted to make sure that owners would rather keep their "forever" diamonds than attempt to sell them.

Image: Alekon Pictures/ Unsplash The anecdotes Epstein shares of the upscale trying to offer their diamond jewellery may influence a little bit of schadenfreude; such as the rich New York woman who tried to offer her $100,000 Tiffany ring back to Tiffany & Co, two years later, thinking that because of the diamond boom, she may make a profit.

Over the four decades after 1938, the NW Ayer technique would be fine-tuned in response to market patterns and mining truths. In the 1960s, when the Soviets found Siberian mines, which yielded smaller sized diamonds, De Beers took on the marketing for them. Their United States project moved the focus from size and concentrated on "the importance of quality, colour and cut" rather.

The typical size of diamonds offered fell from one carat in 1939 to. 28 of a carat in 1976, which coincided nearly precisely with the average size of the Siberian diamonds De Beers was distributing," Epstein writes. Likewise throughout the 1960s, NW Ayer worked on a campaign to develop need for diamonds amongst long-married couples, and asked De Beers to authorise the beginning of a "long-term procedure of setting the diamond aside as the only appropriate gift for those later-in-life occasions where sentiment is to be expressed," which the company approved.

Among their most noteworthy successes, was Japan. Epstein composes: "When the campaign started, in 1967, not quite 5% of engaged Japanese women received a diamond engagement ring. By Moissanite By Design , the percentage had actually risen to 27%. By 1978, half of all Japanese ladies who were wed wore a diamond; by 1981, some 60% of Japanese brides wore diamonds.

Diamonds ended up being a staple of the Japanese marital relationship." The rest is, as they say, history; and as pointed out above, Epstein's comprehensive and well-sourced essay for The Atlantic is a must-read. While De Beers no longer controls nearly as much of the market as they when did, their 20th-century project transformed around the world tradition.