Beyond status and power, there’s no doubt you have probably also noticed that diamonds have been cleverly marketed as the one stone that symbolizes love and about two months’ salary, with the help of the De Beers jewellery company.
Using the timeworn slogan “A Diamond is Forever” the De Beers company single-handedly turned the failing market for diamond engagement rings around in the mid-20th century. This slogan, along with using product placement in films and photos of movie stars draped in diamonds at fabulous galas and other events, sales began to boom — the diamond market saw a 50% increase in just three years!