| In modern Western society, an engagement ring | | | | Consolidated Mines Ltd, was formed in 1888, |
| is traditionally accepted by a woman as a symbol | | | | taking effective control of the global diamond |
| of her engagement to be married. This tradition | | | | supply. After a difficult period during the first half |
| dates back to Roman times, but can only really | | | | of the twentieth century, De Beers launched a |
| be considered to have become embedded in | | | | marketing campaign in 1947 that would change |
| popular culture during the twentieth century. | | | | the face of the diamond industry forever. The |
| The Romans called their engagement ring the | | | | famous marketing slogan "A Diamond Is Forever" |
| betrothal (Truth) ring. This ring was worn on the | | | | was born, which, together with other clever |
| third finger of the left hand, based on the belief | | | | marketing campaigns, changed the public |
| that the vein from this finger, known as the vena | | | | perception of the diamond. People were now |
| amoris, leads straight to the heart. The use of | | | | encouraged to cherish diamonds as family |
| diamonds in engagement rings can be traced back | | | | heirlooms, which meant a reduction in the supply |
| to this time, when diamonds were valued purely | | | | of used diamonds, which in turn had a positive |
| for their supernatural powers. | | | | effect on the demand for new diamonds. De |
| The medieval Italians also believed in the | | | | Beers also educated jewellers, albeit unofficially, to |
| supernatural powers of the diamond, calling it the | | | | instruct men that they should be spending |
| "Pietra della Reconcilliazone". It was believed to | | | | between two and three month's wages on a |
| maintain cordial relations between man and wife, | | | | diamond engagement ring. |
| so was recommended for use in wedding and | | | | The 1950s marked the beginning of an era of |
| espousal rings. One of the earliest recorded | | | | Hollywood glamour personified by actresses such |
| examples of the diamond engagement ring dates | | | | as Marilyn Monroe and Jane Russell, both of whom |
| back to 1477, when Maximillian I gave one to | | | | appeared in the famous film Gentlemen Prefer |
| Mary of Burgundy. This marked the start of a | | | | Blondes. Diamonds, and diamond jewellery, |
| trend amongst European royalty and the wealthy | | | | became an essential part of this image, perhaps |
| elite. | | | | best illustrated by Marilyn Monroe in the song |
| During the eighteenth century, diamonds were | | | | Diamonds Are a Girl's Best Friend. Other famous |
| discovered in Brazil, which led to them becoming | | | | films to glamourize diamonds included: Breakfast |
| more fashionable. However, the discovery of the | | | | at Tiffany's, High Society and Diamonds Are |
| Kimberley diamond region in South Africa in 1870 | | | | Forever. |
| led to an oversupply, which in turn led to a | | | | The tradition of giving an engagement ring is now |
| plummet in prices and popularity among the | | | | very much accepted as part of our culture, and |
| wealthy. At this time, other precious stones | | | | there is an array of designs and styles of ring to |
| became more highly sought after, and we can | | | | choose from, to suit all tastes and budgets. The |
| see examples of elaborate engagement rings | | | | diamond engagement ring is still the most popular |
| displaying sapphires, emeralds and rubies, with | | | | choice of ring, accounting for 75% of all |
| diamond accents, dating back to this time. | | | | engagement rings, so it is perhaps one of the |
| A company that was to play an integral part in | | | | most successful marketing stories of all time! |
| the future of the diamond industry, De Beers | | | | |