The saying ‘diamonds are forever’ is one that is still widely used. It is one of the cleverest marketing slogans out there. The slogan was first thought of and used to market diamonds in 1947 by DeBeers. In 2000, Advertising Age called it the best advertising slogan of the twentieth century. The fact that the slogan is so widely remembered today is a testament to the truth of the statement.
The advertising slogan did far more than sell more diamonds. It changed the way people looked at diamonds.
The Symbolism of Diamond Rings
Diamonds have always been viewed as something special. The earliest record of diamonds being seen as something precious dates back 3,000 years. Indians used then for decoration, but they also saw them as a talisman that could ward off evil.
During the dark ages some Christians believed that used in conjunction with the sign of the cross, they could cure disease and heal wounds. It was in the Middle Ages they were appreciated more for their beauty and value rather than anything else.
They were rare, so were seen as valuable. If you gave somebody a diamond, it was pretty special. At this point diamonds began to acquire the symbolism they posses today. Because diamonds were, so expensive they began to symbolise an ability to provide for someone and look after them from a financial point of view. The fact that they were rare made them something special to give to a person. Spending so much money on a piece of jewellery symbolised commitment and dedication to that person. It said that they were loved and valued.
Today, this is still the case and that is why they are such a potent symbol of love. However, the advertising ‘diamonds are forever’ reinforced this in modern minds. It spoke to the longevity of the stone itself and to the longevity of the love it symbolised.
Where to Find the Best Choice of Diamond Rings
There are plenty of places to buy diamond rings, but increasingly people are buying them online. On the web they can shop around dozens of retailers and find the best one for them. It also allows them to compare prices and get the best value for money.
For more info about diamond rings and bespoke jewellery visit the Selini website. There you will find beautiful pieces at competitive prices.