The diamond engagement ring was invented by an ad

Do you know why we give a diamond ring for an engagement?

This custom isn't ancient. In 1947, De Beers launched an ad campaign with the slogan "A Diamond is Forever." Before that, giving a diamond for an engagement was barely a norm; the ad tied the stone to lifelong love, and the habit spread worldwide. The "rarity" is trickier too: diamonds aren't among the rarest gems geologically — for decades one company held most of the supply and sold the stones slowly to keep prices high. The point isn't that diamonds are lying around — it's that the shortage was largely controlled.

Send this to the friend who's shopping for a ring.

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