It rains solid diamonds on Uranus and Neptune

Trajan

Trajan

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“Diamonds are intrinsically worthless, except for the deep psychological need they fill.”
-De Beers Chairman Nicky Oppenheimer


Diamonds aint shyt :yeshrug:

We're just victims of fantastic marketing by De Beers. It wasn't even scarce lol


The diamond engagement ring, as we all know it, was an invention of De Beers and a New York advertisement agency, N.W. Ayers. It was, first and foremost, a product. But it was a new kind of product. It was a way to emotionally compel people to buy diamonds, by reinventing the idea of diamonds as necessities, rather than temptations or frivolities. It was also a way to unload those diamonds on the biggest new market in the world. Even if it was also the market least interested in having them. Finally- it was a way dress up and present the smallest, least desirable stones, as though they were something special and important.

So how did they do it? First they invented, or at least sensually massaged, an origin story; they settled on the exchange of the “first diamond engagement ring” between Maximillian and Mary. They mined history for a precedent, and made it the center of an epic spin campaign. The story of “the first diamond engagement ring” set just the right romantic tone, and just the right epic historic context.

Then they did something really creative: They hired Madison Avenue ad firm, N.W. Ayer, to sell the idea of diamond engagement rings to an unwitting public, particularly the under-18 crowd.

De Beers already had the scarcity angle covered by manipulating the supply, to such a degree that diamonds were already considered rare and thus very valuable. All that was left was to manipulate the customer.

In 1948, N.W. Ayer created the iconic campaign: “A Diamond is Forever.” They engaged in cutting-edge techniques, like product research and social psychology. They employed, if not invented, product placement way ahead of its time; they gifted movie stars with diamond rings, then paid paying multiple media outlets to show them wearing the rocks.

De Beers didn’t invent the diamond engagement ring. They did one better. They invented the myth of the diamond engagement ring.
Click to expand...


:wow:
 
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