De Beers Advertising Strategy

Before De Beers launched this advertising campaign, hardly 1 out of 10 engagement rings were diamonds. The De Beers changed the course of things and soon diamonds became the new trend. People were demanding for diamonds and it changed how people used to think of engagement rings. 

Such A Success

The advertising strategy was considered a great success when at least 80 percent of engagement rings had sparkling diamonds on them. In those days, De Beers also set up a bar for the ideal amount that any man should spend on an engagement ring, ie, $1,000-$5,000.

Diamonds Are Forever

The “Diamonds are Forever” campaign was another breakthrough for changing people’s mindset about engagement rings and the ideal cost that one should invest in buying one. Once you know about these campaigns, it will become easier to justify this woman’s side who was claiming that her engagement ring was too small. 

Long Term Investment

This campaign was launched with simple yet strong reasoning which stated that one should invest as much as possible in buying an engagement ring for it will be appreciated for many years and it will last more than any other jewelry. Also, it will be the first thing that many people will notice about the woman.

High Expectations Not Met

Hence, it was very obvious that she was expecting something special and costly as well. She was supposed to show this ring to her family as well as her friends. She knew people will ask her questions like how much it cost and she knew it couldn’t hide the disappointment from them.

Voicing Her Disappointment Online

The woman further added in the post: “There’s nothing to dislike about the type of ring, as a diamond solitaire would have been my choice. But it’s the whole thing – the color of the gold, the setting, the small stone, and relatively chunky shoulders.” Personally, we think she should have felt blessed to have received a ring but that wasn’t her explanation of it.