Diamond Engagement Rings - A 20th C. Example Of Creative Marketing Strategies (long) ?
Q: Many couples are interested in the tradition of the engagement ring.
In many cultures, it has become the ultimate symbol of love, devotion
and commitment. It's extremely common to have a diamond engagement
ring, and for some this stone is the only one that they will accept.
Yet, the tradition of a diamond engagement ring isn't very old and
throughout much of history, diamonds didn't even enter the picture...
Though the idea may be distasteful, slavery is not an uncommon theory
[as to why we use rings]. In fact, another theory is that the ring was
like a miniature "slave band", which denoted that the woman was the
man's property. This was done, but it isn't likely that this started
engagement rings in the Roman culture as it came about later. Slaves
were forbidden to wear rings throughout the Roman Republic (449-31
BC), but in later years iron rings denoted their status. Silver was
worn by freed slaves. The wearing of gold rings was restricted in
early years, but eventually they could be worn by all who were free.
It wasn't until Emperor Justinian that the restrictions on who could
wear rings were lifted.
A:Another theory talks of the dowry and/or bride price. Once upon a
time, marriages were arranged...for a price. This much is a fact,
there are documents (marriage/sale agreements or contracts) that speak
of this exact practice. A number of them list the exact terms of the
agreement and include the livestock, fabrics and other items that were
traded for the bride. You can occasionally find some of these on Ebay
if you are truly interested. It's thought that a ring may have been
given as part of a bride price or dowry. Some of the documents
mentioned above do include jewelry, rings and/or gold. Yet a
determination of validity can't be based on this alone, especially
when you consider that it is the bride that receives the ring. Which
brings us to another theory. A ring may have been given to bride,
either as a symbol of unity or perhaps as a bribe...
Roman rings have been found as well. Things are a bit clearer in this
case. The earliest examples of Roman engagement rings might have been
rings with a carved key. There are two theories behind this particular
style. The romantic version states that this key was a symbol that
allowed the bride to "unlock her husband's heart". This is romantic,
but doubtful. The second theory is much more likely. A woman received
a share of her husband's riches when they married. Most sources say
that it was 50%. Supposedly, the key allowed her access to her share
of the goods. Not as romantic, but certainly more practical and
logical...
Throughout history, diamond engagement rings did enjoy popularity
among those who were wealthy and those who were royalty. Many sources
mention that Archduke Maximillian of Hamburg and Mary of Burgandy made
the wearing of diamond engagement rings popular in 1477. It is highly
doubtful that Maximillian and Mary started the trend of diamond
engagement rings, though it is possible they started the trend among
the wealthy or those who were royalty. After all, they were rather
expensive and could not become common if the "common-folk" could not
afford them. A true trend involves more than just a small section of
the society and this is why I find the possibility highly doubtful. As
a matter of fact, diamond engagement rings were not to become
"traditional" until hundreds of years later.
The De Beers Consolidated Mines, Ltd. was created in 1888 in order to
protect the investment of diamond mine investors. A new mine was
discovered in South Africa in 1870. Since only a small amount of
diamonds had been found prior to this, the discovery flooded the
market and cut into the profits of investors. The De Beers
Consolidated Mines, Ltd. was created in order to regain control of the
supply of diamonds. After they gained control of the supply, they then
needed to control the demand for diamonds.
This attempt began when Harry Oppenheimer (son of the De Beers
founder) visited New York in order