Who makes diamonds become love tokens? China Jewelry Merchants Network tells you

In the fall of 1938, De Beers company chairman Austin. Ernest Oppenheimer sent his son Harry to travel to New York from Johannesburg to meet with NWAyer Advertising Company Chairman Gerald Laugh. At this time, the two faced a world diamond market that was almost dying. Early Americans did not favor diamonds; it was not until the 1950s that people's attitudes toward it changed. Later, with the development of the US economy, the consumption of jewellery by the new rich class increased day by day. After World War I, the United States finally grabbed the title of “the world's largest diamond trading market” from the UK.

But the Great Depression has given the diamond industry, which has yet to start, a heavy blow. In addition to the economic downturn, changes in social climate have also affected the market, sales are difficult, and there are other luxury goods to grab the market. According to the survey, the sales of diamonds in the United States have fallen by more than 50% since the First World War (calculated in carats), and the unit price of diamonds is only a fraction of that before the war. However, this is not the final chapter of tragedy. The price of diamonds in Europe has collapsed, and it is almost impossible to rebuild the confidence of the public: in most European countries, there is no custom of using diamond rings as an engagement commemoration; in Britain and France, diamonds are more exclusive to nobles than mass consumer goods. What's more, Europe is gradually slipping into the abyss of war. At this moment, it is no different from the Arabian Nights to make great efforts to promote the sale of diamonds. This means that in the hands of De Beers and NWAyer, only the US card is left.

So the Oppenheimer family, who has just become a leader in the world's diamond industry, has made a huge bet: they want to use the mass media to re-create a set of "myths" about diamond rings for American consumers with NWAyer - diamond ring and love Symbolizes the eternal symbol of eternal painting. Although very early, humans have discovered diamonds and began to use them, but they have not seen them as symbols of love. And diamonds are actually not "romantic" in the eyes of Americans. In the second half of the 19th century until the early 20th century, shiny diamonds were more seen as nouveau ornaments for upstarts. For example, the tycoon Brady, known as "Diamond Jim", often carries a diamond ornament to talk about business. If the other party shows cooperation intentions, he often picks up a diamond cufflink and hand it to the client's wife.

Together with the NWAyer advertising company, the concept of “marriage needs a diamond ring” and a large number of diamond exposures

But Oppenheimer and NWAyer advertising companies are still firmly convinced that the concept of "Diamond Ring = Love" is promising, and their confidence comes from market research. In 1938, De Beers' 3/4 diamond sales came from the US engagement ring market, and young people who bought engagement rings accounted for more than 90%. Young people are more susceptible to mass media and word-of-mouth communication than traditionally focused elders. As a result, the mass media has become a breakthrough, and the contemporary myth of the diamond ring has also officially appeared. NWAyer, which has taken De Beers's advertising agency in the United States, has provided a large number of pictures and reports for newspapers and magazines. The information points to only one - the link between "diamond" and "romantic".

In the report, I would like to mention the size of the diamonds that celebrities bought for their beloved women. Even the photos spare no effort to capture the rings on the hands of the beautiful women. Fashion designers will talk about the trend of future diamonds on the radio. They even Invented a new color - "Diamond Blue" to build momentum for its own propaganda. In NWAyer's advertising strategy, there is also a special plan: college tour lectures. Advertisers are acutely aware that the cultivation of consumption habits must start with children, and the core of the tour lecture is the engagement diamond ring. Thousands of young girls who have not yet left the school have been instilled with the belief that diamonds are a gift of love and an essential part of a romantic marriage proposal: the higher the quality and the heavier the weight The diamonds represent the purer and more radiant love. The last blow is of course the movie.

When Marilyn Monroe finally sang: Diamond is the girl’s best friend, the diamond has already been equated with the eternal love.

In the 1950s, NWAyer's mass consumer psychology with the core of “giving the diamond ring is the engagement tradition” has achieved amazing success: “After the propaganda campaign, a new generation of young people has begun to enter the marriage age. Each of them is convinced that the diamond ring is an indispensable part of marriage. Those who are temporarily unable to afford the diamond ring will only choose to postpone the purchase and will not cancel the plan.” De Beers' success in the United States Propaganda also ultimately influenced the world trend. In Europe, South America and even China, the use of a shiny mineral as a mark of love has become a "tradition" recognized by the whole world.

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