Have you ever asked yourself that question – why are diamonds used in engagement rings? Because of the smart marketing deployed by the De Beers company or because of the properties of the diamond itself? Well, we can’t say for sure, but we have gathered for you some perspectives on the matter, so that you can decide for yourself.
The most successful advertising campaign of 20th century
Can it really be that diamonds achieved their dominance in the world of engagement rings just because of the famous “A Diamond Is Forever” campaign launched in 1947 by De Beers diamond moguls? Since De Beers mostly controlled the supply of rough diamonds, they couldn’t do business in the U.S. because of antitrust laws. They hired the advertising agency of N.W. Ayer not to advertise them directly, but to literally shape the society’s attitudes toward diamonds. After an extensive research of the public opinion, the agency started a campaign on a variety of levels, all the while promoting the idea and not De Beers. Obviously, they were very successful. By 1951, the diamond engagement ring had become a standard and stole the thunder of colored gemstones for a time. However, could they have succeeded if it wasn’t for the objective qualities of diamonds?The unique properties of diamonds
Diamonds derive their name from Ancient Greek and carry the meaning “unbreakable” or “I tame, I subdue.” On the Mohs scale, which measures hardness, diamonds score 10 out of 10. Even though they are not the hardest material known to many anymore, diamonds are still among the hardest materials. Only another diamond can scratch a diamond, so they are very durable and resistant to damage. Natural diamonds are, in general, quite old. Most of them are between 1 billion and 3.3 billion years old (whereas the Earth is 4.5 billion years old). They are very stable with respect to reacting to chemicals and they are exceptional electrical insulators. Diamonds have a very rigid lattice structure, so only a few substances can contaminate it while it’s being formed. These impurities are most often submicroscopic amounts of boron and nitrogen. However, the presence of minerals during the forming stage imparts varying degrees of color to diamonds. Most diamonds display varying degrees of yellow and brown tinges, but some display other colors such as blue, pink and yellow diamonds. If those colors are intense enough, the diamond is considered to be “fancy,” and some fancy colored diamonds can be even more valuable than colorless diamonds.
The powers associated with diamonds
Diamond is the birthstone for the month of April and is connected to the zodiac sign of Aries. According to the lore and tradition, diamonds are believed to hold special spiritual properties. These properties are derived from the physical attributes of this magnificent gemstone. A diamond is believed to:- Cleanse energy of the wearer
- Build endurance
- Dispel fear and insecurity
- Grant courage
- Stimulate creativity
- Attract good fortune
- Bring harmony
Visit the largest independent jewelry store in San Diego to find the one engagement ring
Leo Hamel Fine Jewelry and Engagement Ring Store boasts a vast selection of beautifully crafted engagement rings of the highest quality. Browse our collection of both new and unique vintage pieces; it literally changes daily so there’s always something new to see. Come and experience how easy shopping for your engagement ring can be!
