10/06/2026
How De Beers manufactured the diamond engagement ring tradition from scratch in 1947 and built an $80 billion industry on a single advertising slogan ?
Diamonds are not rare. De Beers stores millions in vaults and releases them slowly to keep prices high. The engagement ring tradition was invented by an ad agency in 1947. Before that nobody expected a diamond. They lose 50β80% of value the moment you leave the shop.
The most expensive purchase of your life was a marketing campaign. π