The Culture of Diamond Rings (Jennifer Moris)

You probably have heard of the slogan 'diamond is forever' and it was a slogan created during the Great depression when diamond prices are plummeting.

The marketing people behind the diamond rings is the reason why the value of diamonds has picked up. They told the American public that diamonds is the best way to prove their love, and the concept worked.

Suddenly, the diamond empire grew and boomed. By equating something priceless such as romantic love to diamonds, the marketing geniuses have laid the foundation for generations to come.

Soon, everyone is engrossed and sanctified by diamond rings, the 'diamond is forever' slogan has then picked up and heard on TV and radio. Diamond companies uses Hollywood celebrities to alter the American consumer's psyche. They even got movie directors to embed the diamond rings in their romance scenes. And to top it all, jewelers are encouraged to supply diamond rings to celebrities which is often worn during public appearances.

Female sexuality and power are magnified through diamonds by these movies, and it has come into the public perception of diamonds as being associated with the powerful and wealthy. Everybody wants diamonds, and it has become so glamorized which makes it desirable. It can be compared to owning a Rolls Royce, or a Bentley, something that is prized and yet with enough savings, can be acquired.

The demand for diamond rings increased when marketing people spread urban legends and myths about diamond rings. "If it's under a carat, don't own it" was one. "Only a diamond will do" was another. "If it's not a big diamond, then don't marry him"; "When you propose, only a diamond ring will do"; and "A diamond ring is the best surprise for her" were yet others.

Diamond rings have myths and meanings in other cultures. However, the ones spread by advertising are myths intended to prop up sales of diamonds. These tactics in turn end up creating an artificial need for something that has no value in the past, as something exquisite and worth a lot of money.

Diamond rings have the same effect. Most men wonder what kind of ring to give their fiance when asking the very important question about their future.