We’ve been dredging up diamonds forever. In the 4th century BC diamonds were found in India and gained popularity through their distribution along the Silk Road. They were and still are valuable as cutting tools as well as ornaments, and in some cases, diamonds were believed to protect a man in battle. Which makes sense when you really consider it.
In love and war, nothing stops the enemy faster than the sight of a big diamond.
India’s diamonds were depleted by the mid 18th century. In the mid 19th century, diamonds, really, really big diamonds were discovered in Africa, and that’s where we get most of our supply today, although that supply is dwindling.
You’ve heard the phrase - A Diamond is Forever. For DeBeers, that’s true. In 1880, Englishman Cecil John Rhodes (yes, he’s the Rhodes Scholar guy as well) formed De Beers Consolidated Mines, Ltd in an effort to control the diamond supply. And they did - both to simultaneously keep the prices high and to encourage people to buy. DeBeers’ A Diamond is Forever campaign started in 1947, during WWII, when arguably nothing seemed forever.
But you don’t need to get your diamonds from DeBeers for it to be the perfect diamond. You can talk to me.
And if you don’t want to get a diamond engagement ring, remember that in the late 19th century the upper class thought diamonds were too common and chose rarer colored stones like emeralds and sapphires for their engagement rings.
And if you want to wait it out - the popular gift for a 60th anniversary is a new diamond ring, which brings us to a new tag line- a Diamond Represents Bloody Forever.