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Of course, it is not. It can be damaged in any variety of methods. But with this in mind, the diamond's value grew tremendously in the minds of customers. And given that diamonds in fact depreciated substantially in value for those who would try to resell them, it also assisted to make certain that owners would rather keep their "forever" diamonds than try to sell them.

Image: Alekon Pictures/ Unsplash The anecdotes Epstein shares of the affluent trying to sell their diamond jewellery might influence a little bit of schadenfreude; such as the wealthy New york city woman who attempted to sell her $100,000 Tiffany ring back to Tiffany & Co, two years later on, thinking that because of the diamond boom, she might make a revenue.

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Over the four years after 1938, the NW Ayer technique would be fine-tuned in response to market patterns and mining realities. In the 1960s, when the Soviets discovered Siberian mines, which yielded smaller sized diamonds, De Beers handled the marketing for them. Their US campaign moved the focus from size and focused on "the importance of quality, colour and cut" instead.

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The typical size of diamonds offered fell from one carat in 1939 to. 28 of a carat in 1976, which coincided practically precisely with the typical size of the Siberian diamonds De Beers was distributing," Epstein composes. Likewise during the 1960s, NW Ayer worked on a campaign to produce demand for diamonds amongst long-married couples, and asked De Beers to authorise the beginning of a "long-term procedure of setting the diamond aside as the only appropriate gift for those later-in-life occasions where belief is to be revealed," which the business authorized.

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Among their most significant successes, was Japan. Epstein composes: "When the campaign began, in 1967, not quite 5% of engaged Japanese females got a diamond engagement ring. By 1972, the proportion had risen to 27%. By 1978, half of all Japanese females who were married wore a diamond; by 1981, some 60% of Japanese bride-to-bes used diamonds.

Diamonds became a staple of the Japanese marital relationship." The rest is, as they state, history; and as discussed above, Epstein's comprehensive and well-sourced essay for The Atlantic is a must-read. While  This Is Noteworthy  manages almost as much of the market as they as soon as did, their 20th-century campaign changed worldwide tradition.