Wedding ring traditions from all around the world - Expatica

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Most of De Beers' sales for diamond engagement rings originated from the United States, but even there, consumers were purchasing more affordable smaller diamonds. In reality, subsequent research study by NW Ayer would expose that "considering that completion of World War I, in 1919, the total quantity of diamonds sold in America, measured in carats, had actually decreased by 50%; at the exact same time, the quality of the diamonds, determined in dollar value, had actually declined by almost 100%." At that September 1938 meeting with NW Ayer president, Gerold M Lauck, the young Oppenheimer "recommended to Lauck that his firm prepare a plan for creating a new image for diamonds amongst Americans." The technique that the agency developed focused on the concept of the diamond as a "gift of love", stressing the significance of size.

The company wanted to the original on-screen influencers, movie stars. Just like items that are often sent out by companies in search of promotion to modern-day Instagram influencers, the motion picture stars were given diamonds to commemorate their love. Then moissanitebydesign.com of some huge diamond some Hollywood stud provided to his precious upon their engagement would be provided to a selection of publications and papers, with a concentrate on the size of the diamond.

Average Price of Engagement Rings in South Africa - BAUNAT

Engagement Rings South Africa - Jeulia Jewelry

Then there was likewise the strategy to rope in the royal family by getting the royal couple to wear diamonds rather than any other jewels. "Queen Elizabeth later went on a well-publicised trip to a number of South African diamond mines, and she accepted a diamond from Oppenheimer," Epstein writes. On top of this early-influencer marketing, they likewise purchased ads in magazines, "featuring reproductions of popular paintings by such artists as Picasso, Derain, Dali, and Dufy.

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By 1941, the firm was able to report that United States diamond sales had increased 55% considering that 1938. The agency also later on kept in mind that they had conceived "a new type of marketing which has actually been widely imitated ever since. There was no direct sale to be made. There was no brand to be impressed on the general public mind.