The Engagement Rings

Love is precious and engagement is an exciting step towards marriage, that is filled with passion, happiness and excitement. This beautiful step is usually sealed with, what is known as a symbol of undying love- The Engagement Ring.

 

THE TRADITIONAL ENGAGEMENT RING

The concept of engagement ring dates back to the pre-historic times when braided grass was tied around the wrists, fingers and ankles of the chosen mate of pre-historic man.  In 2^nd Century B.C, Pliny the Elder had written that, the groom gives the bride a gold ring to wear on their wedding and it signifies the marital bond. In many cultures similar practices were noted and gradually it became an important ritual.

In the recent times, an engagement is marked by a groom proposing to his chosen wife with a diamond ring, but surprisingly even this tradition is not new. In the year 1477, the Archduke Maximilian of Austria proposed marriage to Mary of Burgundy with a diamond ring.

MARY OF BURGUNDY AND THE PROPOSAL RING

 In 1870, a few British businessmen discovered the diamond mines in South Africa. They had absolute control over the mining operations and soon De Beers Consolidated Mines Ltd. was set up. Before the discovery of South African mines, diamonds were considered  extremely rare and supplies were irregular but later there was a surplus of diamonds in the market which led to fall in the price of the diamonds.  In 1930, to stabilise the position of diamonds and boost their prices, De Beers launched an ad campaign which helped in creating a very positive image of diamonds. This ad campaign gave birth to one of the most celebrated slogans in the diamond industry- “A diamond if forever.”

1952 DE BEERS AD PRINT

1955 DE BEERS AD PRINT

This one liner revolutionised the way diamonds were looked at. It created an image in which diamond would symbolise eternal love and commitment. From the year 1939-1979 the diamond giant, saw a whooping rise in the sales. The figure jumped from $ 23 million to $2.5 billion.

 

THE MOST FAMOUS DIAMOND AD CAMPAIGN

Over the years, many styles of the rings became famous, but the most preferred is the one with a round brilliant diamond, having 57/58 facets. Other styles include diamonds in a variety of shapes like princess cut, oval, emerald cut etc.

This ad campaign had a deep and long lasting effect on people around the world. It became the  language of romance and of concluding a courtship. The concept not only popularised in the west, but it slowly caught on to the east. It manifested into a global tradition.