“Diamonds Are Forever” has been tagged as one of the most recognized and most successful advertising and marketing slogans of the 20th century. Ok, you know me and to a degree how I feel about De Beers Diamonds. I’ve said this time and again; if it relates to diamonds, check in the background for De Beers, you are most likely going to find them. Well guess what? They are the ones behind the, “Diamonds Are Forever” ad campaign!
Who Let The Diamonds Out? – Since the ad campaign, “Diamonds Are Forever” was launched, there has been a remarkable increase in diamond mining, production, demand and supply. In the process, the diamond jewelry industry has expanded into one of the largest industries in the entire world. Hands down, the Diamond Engagement Ring has become the staple for this flourishing industry. It embodies everything women envision being in love; warmth, brilliance, sparkle, eternity, mystery and romance.
Why They Believe Diamonds Are Forever – I was once in a sitting room reading Forbes Magazine buying time before a corporate meeting. While waiting, I couldn’t help but notice four professionally dressed women gathered around one of their girlfriends who had recently been proposed to. She was beaming as she showed off her 2.5 carat diamond engagement ring. Her girlfriends, all single, talked, but not about marriage or their wedding day, but about being proposed to and receiving their highly sought after diamond engagement ring.
Each of them acknowledged that it was dream come true and a moment they couldn’t wait for. They all knew the type of diamond ring they wanted and the setting. As they were going on, I’m thinking to myself, “De Beers has done it again!” That slogan, “Diamonds Are Forever” and the other one, “Diamonds are a girl’s best friend,” has sparked a fire that burns in women’s hearts around the world!
Starting from when they are small, most girls start dreaming about the day they will be swept off their feet, not by a knight in shinning armor, but by a knight in shinning armor with a glistening diamond engagement ring to present to the love of his life.
Should you present her with a “Diamond Engagement Ring” or something else? The answer is obvious! The most important question you should be asking yourself is, “Where do I go find the ring?” Choosing the wrong jeweler is like choosing the wrong investment advisor or the wrong real estate agent. In the end, the deals they make for you are going to come back and bite you. When buyers choose jewelers who are new in the business, have a bad reputation and a history of unsatisfied customers, buying a diamond leaves a bad taste in their mouth. Therefore, choose your jeweler wisely!
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Who It’s For: ANYONE who demands the best in quality, craftsmanship and selection at prices below retail.