Why Are Diamonds Rings Used To Propose?
Jane Austin never mentioned diamond rings in her romantic novels. Nor did anyone before the 20th century received or gave diamond rings for engagement. Since when did a man have to propose with an engagement ring? Historically, diamonds were not a part of the engagement process.
The truth will startle you. It certainly did surprise me.
How Did People Propose Before The 20th Century?
It was customary to give some sort of accessory to a woman as a promise to marriage in many cultures around the world. The first person who is said to have given a diamond-studded ring was the Archduke Maxmillian of Austria, who proposed to Mary of Burgundy.
The change was brought about later. It all goes back to the year 1947 when De Beers launched a slogan, which changed fate- A diamond is forever. The slogan conveyed the message that their marriage would last just like diamonds. Today, the diamond’s purity and worth represent the love a man has for her.
What Did De Beers Do?
The company made elaborate plans after precise calculations and studies to increase the sales of diamond rings using its glimmering beauty, sturdy structure, and everlasting quality. They cleverly used these attributes of diamonds to represent the eternal existence of the marriage bond. Even though a diamond can be shattered and destroyed, the idea of being together forever and its representation impressed people and made it feel so romantic that they did not want to give it away.
This was not the only thing the company did. They went around educating people about the quality of diamonds, their worth and importance. Newspapers were paid to speak about it more. The company made sure that diamonds stayed under the spotlight. Moreover, they encouraged celebrities and socialites to wear diamond rings and soon, it became a trend.
De Beer’s advertising budget between the years 1939 and 1979, increased from $200,000 to $10 million per year! So much effort was put into making the diamond a necessary part of people’s lives. During the same period, diamond sales increased from $23 million to $2.3 billion in the US alone.
How Costly Are Diamond Rings?
Now, men choose from different types of diamonds and spend more than a month’s salary on buying it. The cost of these stones varies depending on the different diamond cuts and types of diamond shapes.