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Naturally, it is not. It can be ruined in any number of ways. However with this in mind, the diamond's worth grew significantly in the minds of customers. And given that diamonds actually depreciated substantially in worth for those who would attempt to resell them, it also helped to make certain that owners would rather keep their "permanently" diamonds than try to sell them.

Image: Alekon Pictures/ Unsplash The anecdotes Epstein shares of the wealthy trying to offer their diamond jewellery might inspire a bit of schadenfreude; such as the rich New York woman who tried to sell her $100,000 Tiffany ring back to Tiffany & Co, 2 years later on, thinking that because of the diamond boom, she may make a profit.

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Over the four years after 1938, the NW Ayer method would be fine-tuned in action to market trends and mining truths. In the 1960s, when the Soviets discovered Siberian mines, which yielded smaller sized diamonds, De Beers took on the marketing for them. Their US project shifted the focus from size and focused on "the importance of quality, colour and cut" rather.

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The typical size of diamonds offered fell from one carat in 1939 to. 28 of a carat in 1976, which corresponded almost precisely with the typical size of the Siberian diamonds De Beers was distributing," Epstein writes. Likewise throughout the 1960s, NW Ayer dealt with a project to develop demand for diamonds amongst long-married couples, and asked De Beers to authorise the start of a "long-lasting process of setting the diamond aside as the only appropriate gift for those later-in-life events where sentiment is to be expressed," which the company authorized.

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Among their most significant successes, was Japan. Epstein writes: "When the campaign started, in 1967, not quite 5% of engaged Japanese women got a diamond engagement ring. By 1972, the proportion had actually increased to 27%. By 1978, half of all Japanese women who were wed used a diamond; by 1981, some 60% of Japanese bride-to-bes used diamonds.

Diamonds ended up being a staple of the Japanese marital relationship." The rest is, as they state, history; and as mentioned above, Epstein's detailed and well-sourced essay for The Atlantic is a must-read. While Related Source Here manages nearly as much of the marketplace as they as soon as did, their 20th-century campaign changed worldwide custom.