DeBeers Engagement Rings: DeBeers Wowed Women Across the Country
De Beers engagement rings and diamonds are synonymous with one of the most successful marketing campaigns ever – De Beers’ marketing slogan “a diamond is forever.” De Beers was brilliant. They convinced millions of couples through clever advertising that eternal love and diamonds go hand in hand. In the mid-20th century, the new medium of film combined with newly minted movie idols was masterfully used to convey the diamond engagement ring as the ultimate expression of all-round love in a romantic courtship. They unofficially spread the word on the street that guys should spend 2-3 months’ salary on bling. They even recruited the British Royal Family to promote their diamonds. They convinced families to hold onto diamond rings as heirlooms, thus restricting the diamond resale market.
De Beers was formed in the late 19th century by Cecil Rhodes. The company name “De Beers” comes from the last name of the farmers who sold the land where the diamond mines were formed. The Openheimers became major shareholders in the early 20th century. De Beers has been accused of quite a few misdeeds over the years, to say the least. For example: have a monopoly on the world’s supply of diamonds and unfairly inflate prices; mistreatment of miners; slaughter;
De Beers has since pledged not to trade in conflict diamonds, which originate from war-torn African countries. They have also made philanthropic efforts to help improve the lives of miners in Tanzania. Find out more about De Beers’ long and controversial history on Wikipedia.
As with many high-end designers, you can only buy De Beers engagement rings from their luxury retail stores. They only have two locations in the US: On Fifth Avenue in New York City and on Rodeo Drive in California. They have a handful of other locations spread around the world in London, Paris, Tokyo, Osaka, Kobe, Kyoto, and Dubai. I have no idea how much their rings cost as their website doesn’t list prices – usually that means the rings cost a pack.
They offer a selection of three stone diamonds and solitaire diamonds in simple and more embellished settings. Their engagement and wedding bands are made of gold, white gold, and platinum.