Diamond History Jewelry 38

Diamond History Jewelry. 

By Farzana Aamir

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A Modern-Day Resurgence

In 1947, DeBeers commissioned the services of leading advertising agency N.W. Ayer, and the slogan “A diamond is forever” was coined. The premise of this large-scale marketing campaign was the suggestion that diamonds should be the only choice for engagement rings. The DeBeers advertising campaign was wildly successful, and was a contributing factor to today’s widespread embracing of the tradition of diamond engagement rings. In today’s fine jewelry market, more than 78% of engagement rings sold contain diamonds.

With the surge in popularity of the precious stone, many companies and organizations began campaigns to educate jewelers and consumers about what to look for when selecting a diamond. As jewelers experimented with ways to enhance the diamond’s visual appeal and presentation, new cutting techniques were adopted to help increase the stone’s brilliance. Over time, several prominent shapes emerged as the most popular varieties, including round, oval, marquise, square (princess), and rectangular (emerald).

Today, the world’s diamond deposits are slowly becoming depleted. Less than 20% of the diamonds mined are of gem quality; less than 2% are considered “investment diamonds.” 75-80% of mined diamonds are used for industrial applications, such as grinding, sawing, and drilling. Typically, more than 250 tons of ore must be mined in order to produce a one-carat, gem-quality stone.

The diamond’s rarity, beauty, and strength make it a fitting symbol of the resilience and longevity of marriage. In addition to engagement rings, diamonds are traditionally given as gifts to commemorate the milestone of the sixtieth anniversary. With their rich history, sense of permanence, and lustrous brilliance, diamonds are a natural choice to signify a lasting union.