![]() ![]() (Today, the appeal of vintage diamond engagement rings especially endures with millennials looking for something unconventional to symbolize their love.) Diamond sales skyrocketed, and De Beers was successful in ultimately rendering diamonds a must-have for Americans considering popping the question. For women meanwhile, the link between diamonds and the emotional bond of marriage had been solidified. Ayer’s laser-focused print and radio strategy - and later, its “A diamond is forever” tagline - young men across the United States soon became convinced that diamond engagement rings were critical to a successful courtship. Ayer & Son to build an advertising campaign that emphasized a tangible connection between diamonds and romance.Īt the time, diamonds were considered a luxury purchase and people were generally disinterested in them anyway, but with the support of N.W. So they contracted the Philadelphia agency N.W. ![]() It’s a reputation that extends to the celebrated engagement rings that have long emerged from his international salons.Īt the end of the Great Depression, De Beers Consolidated Mines had been focusing their marketing efforts on generating consumer demand for diamonds. Often heralded as the “Jeweler to the Stars,” as one of the first to recognize the branding power of lending glitzy pieces of fine jewelry for red-carpet events, Harry Winston is known for his eye for fine gemstones. ![]()
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