Diamonds: Articles of Interest #11

Marketing

The marketing strategies employed by diamond companies, particularly De Beers, have been pivotal in establishing diamonds as essential symbols of love and commitment. Avery Trufelman explains that De Beers, unable to advertise directly in the US due to antitrust laws, ingeniously marketed the concept of diamond engagement rings to the public 1. This strategy was further bolstered by the iconic tagline "A diamond is forever," which became one of the most successful advertising campaigns of the 20th century 1.

A diamond is forever. A diamond is forever. Forever. Forever.

--- Avery Trufelman

Cecil Rhodes, a key figure in De Beers' history, manipulated diamond supply to maintain their perceived rarity, despite having amassed a vast stockpile 2.

   

Cultural Norms

Cultural norms have played a significant role in dictating the perceived necessity and value of diamonds. Avery Trufelman highlights how diamonds have become intertwined with our deepest relationships, symbolizing commitment and love 3. Despite their manufactured tradition, diamond engagement rings have become a cultural staple, with many feeling incomplete without them 3.

Real is rare. Real is a diamond.

--- Avery Trufelman

Unconventional proposals, like using a Pokemon game cartridge instead of a ring, challenge these norms but often face skepticism about their legitimacy 4.