Diamonds are Forever. Since When?

The diamond engagement rings seems about as standard in American culture as baseball and hotdogs. American movies and TV shows have made the diamond engagement ring something popular all over the world. Have you ever wondered what is behind this tradition?
The popularity of diamond engagement rings is the result of a marketing scheme that was developed by De Beers in the late 1930s. This was a way for the company to compensate for declining diamond prices. They basically went and created demand for diamonds by producing this jewelry and promoting it as a way to make a commitment to the woman you love. And it worked as diamond sales increased by more than 50% in the first three years of the marketing campaign.
Since then, we have certainly come to see diamonds as this sign of engagement and finding the right ring for the right girl has become a right of passage for men.
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Source: Mental Floss