| When De Beers first started actively mining in the | | | | socially correct for a man to spend the equivalent |
| late 1800's, they had heavy competition. By | | | | of one to two months salary on the diamond ring |
| forming the De Beers cartel, they were able to | | | | he purchases. De Beers even includes this |
| control the release of diamonds into circulation. De | | | | spending guideline on their website. |
| Beers began to use the controlled scarcity of its | | | | The De Beers slogan, "A diamond is forever" has |
| diamonds as the center of its advertising | | | | continued to be one of the most successful catch |
| campaigns. | | | | phrases in advertising history. De Beers worked |
| De Beers has been extremely successful in its | | | | diligently to connect their diamond rings with the |
| marketing strategies. The center of their | | | | idea of everlasting love. The slogan is also |
| marketing strategy is linking diamonds with long | | | | intended to establish the idea that a diamond is |
| term romantic love. Engagement rings have been | | | | something that should be kept by the recipient |
| present in many cultures since the 1400's, but | | | | and not resold. De Beers hopes this will encourage |
| they typically did not contain diamonds. De Beers | | | | the purchase of new diamonds rather than |
| is considered to be responsible for making the | | | | purchases through the secondary market. |
| diamond engagement ring the standard in the | | | | Because of De Beers, the diamond has continued |
| United States and elsewhere. They also have | | | | to increase in value as people around the world |
| used their own marketing skills to establish a | | | | make a connection between purchasing a diamond |
| standard amount that future grooms should | | | | and their long term love relationships. |
| spend on a diamond ring. It is typically considered | | | | |