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- Title
DIAMOND RINGS Capitalizing on Social Trends.
- Authors
Kohles, Sara
- Abstract
The article discusses the growth of the trend of giving diamond engagement rings in the U.S. in the mid-20th century. It examines changes in courtship practices and explores the impact of the rescinding of "breach of promise to marry" laws, arguing that in the context of the latter development diamond rings were seen as collateral. The author also considers the role of the De Beers diamond jewelry company and the N.W. Ayer advertising agency, commenting on the De Beers advertising slogan "A Diamond is Forever."
- Subjects
UNITED States; RINGS (Jewelry); WEDDING &; engagement rings; DIAMOND jewelry; DIAMOND industry; BREACH of promise; MARRIAGE law; COURTSHIP; N.W. Ayer &; Son (Company); JEWELRY industry; HISTORY; TWENTIETH century
- Publication
Financial History, 2013, Issue 105, p29
- ISSN
1520-4723
- Publication type
Article