Evan Roberts - Diamonds, Engagement Rings, Jewellery Online Shop South Africa - Evan Roberts

Excitement About Which Finger Is For Engagement Rings? 🎖️ - Your

The Majority Of De Beers' sales for diamond engagement rings came from the United States, but even there, consumers were purchasing cheaper smaller diamonds. In truth, subsequent research by NW Ayer would expose that "because completion of World War I, in 1919, the overall quantity of diamonds sold in America, determined in carats, had declined by 50%; at the very same time, the quality of the diamonds, determined in dollar value, had actually decreased by almost 100%." At that September 1938 conference with NW Ayer president, Gerold M Lauck, the young Oppenheimer "suggested to Lauck that his firm prepare a strategy for developing a brand-new image for diamonds amongst Americans." The technique that the company developed concentrated on the concept of the diamond as a "present of love", emphasising the importance of size.

The company sought to the original on-screen influencers, movie stars. Just like items that are often sent by business looking for publicity to modern-day Instagram influencers, the film stars were given diamonds to commemorate their love. Then stories of some big diamond some Hollywood stud offered to his beloved upon their engagement would be provided to a choice of magazines and papers, with a concentrate on the size of the diamond.

Diamond Engagement Rings - South Africa's Best Designs

Engagement Rings South Africa, Engagement Rings Prices

Then there was also the strategy to rope in the royal family by getting the royal couple to use diamonds rather than any other jewels. "Queen Elizabeth later on went on a well-publicised trip to numerous South African diamond mines, and she accepted a diamond from Oppenheimer," Epstein composes. On top of this early-influencer marketing, they likewise bought ads in magazines, "including reproductions of famous paintings by such artists as Picasso, Derain, Dali, and Dufy.

Not known Incorrect Statements About Custom Jewellery Design

By 1941, the firm was able to report that United States diamond sales had increased 55% considering that 1938. The agency also later noted that they had conceived "a new form of advertising which has been widely mimicked ever considering that. There was no direct sale to be made. There was https://moissanitebydesign.com/ to be impressed on the general public mind.