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Obviously, it is not. It can be ruined in any number of methods. But with this in mind, the diamond's worth grew exponentially in the minds of customers. And given that  You Can Try This Source  in fact depreciated substantially in value for those who would try to resell them, it likewise assisted to ensure that owners would rather keep their "forever" diamonds than attempt to sell them.

Image: Alekon Pictures/ Unsplash The anecdotes Epstein shares of the wealthy attempting to offer their diamond jewellery may influence a bit of schadenfreude; such as the rich New York female who tried to sell her $100,000 Tiffany ring back to Tiffany & Co, 2 years later on, thinking that since of the diamond boom, she might earn a profit.

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Over the 4 years after 1938, the NW Ayer strategy would be fine-tuned in reaction to market patterns and mining realities. In the 1960s, when the Soviets found Siberian mines, which yielded smaller diamonds, De Beers handled the marketing for them. Their United States campaign moved the focus from size and concentrated on "the importance of quality, colour and cut" rather.

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The typical size of diamonds sold fell from one carat in 1939 to. 28 of a carat in 1976, which corresponded almost exactly with the typical size of the Siberian diamonds De Beers was distributing," Epstein composes. Also throughout the 1960s, NW Ayer worked on a project to produce demand for diamonds among long-married couples, and asked De Beers to authorise the start of a "long-term process of setting the diamond aside as the only proper gift for those later-in-life celebrations where sentiment is to be revealed," which the business authorized.

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Amongst their most noteworthy successes, was Japan. Epstein composes: "When the project started, in 1967, not rather 5% of engaged Japanese ladies got a diamond engagement ring. By 1972, the proportion had actually risen to 27%. By 1978, half of all Japanese females who were wed wore a diamond; by 1981, some 60% of Japanese bride-to-bes used diamonds.

Diamonds ended up being a staple of the Japanese marriage." The rest is, as they say, history; and as pointed out above, Epstein's comprehensive and well-sourced essay for The Atlantic is a must-read. While De Beers no longer manages nearly as much of the market as they once did, their 20th-century campaign transformed worldwide custom.