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« A Biased View of Designer Pendants - Saks Fifth


THE MAIN PRINCIPLES OF HOW AN AD CAMPAIGN INVENTED THE DIAMOND ENGAGEMENT RING

By virgopansy2 on Thursday, April 7 2022, 18:17 - Permalink

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FASCINATION ABOUT WHAT DOES IT MEAN TO WEAR A WEDDING RING ON YOUR RIGHT HAND?



The Majority Of De Beers' sales for diamond engagement rings came from the
United States, however even there, customers were purchasing cheaper smaller
diamonds. In truth, subsequent research study by NW Ayer would expose that
"considering that completion of World War I, in 1919, the total quantity of
diamonds offered in America, measured in carats, had actually decreased by 50%;
at the very same time, the quality of the diamonds, measured in dollar value,
had decreased by almost 100%." At that September 1938 meeting with NW Ayer
president, Gerold M Lauck, the young Oppenheimer "recommended to Lauck that his
company prepare a plan for producing a brand-new image for diamonds amongst
Americans." The technique that the company came up with concentrated on the idea
of the diamond as a "present of love", emphasising the value of size.


The agency wanted to the original on-screen influencers, motion picture stars.
Similar to items that are frequently sent by business in search of promotion to
modern-day Instagram influencers, the motion picture stars were offered diamonds
to commemorate their love. Then stories of some big diamond some Hollywood stud
offered to his cherished upon their engagement would be offered to a choice of
magazines and papers, with a concentrate on the size of the diamond.


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Then there was likewise the plan to rope in the royal family by getting the
royal couple to wear diamonds rather than any other jewels. "Queen Elizabeth
later on went on a well-publicised journey to numerous South African diamond
mines, and she accepted a diamond from Oppenheimer," Epstein writes. On top of
this early-influencer marketing, they also bought ads in magazines, "featuring
recreations of famous paintings by such artists as Picasso, Derain, Dali, and
Dufy.



MORE ABOUT KATANNUTA DIAMONDS: THE BEST ENGAGEMENT RINGS IN




By 1941, the company had the ability to report that United States diamond sales
had increased 55% because 1938. The firm likewise later on noted that they had
actually developed "a new form of marketing which has actually been commonly
mimicked since. There was no direct sale to be made. There was This Is
Noteworthy to be impressed on the general public mind.



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