Connect with us
NOT IN USE

People & Lifestyle

"Diamonds Are Forever": How the Slogan Was Created and How it Changed the World of Diamonds

Published

4 years ago

on

small diamonds scaterred all over a mirror Image source: Flicker[/caption] Nowadays, three in fourbrides in the United States wear a diamond engagement ring. While it may cost a lot – around $4.000 – it has become a tradition. It is interesting how diamond engagement rings have become a global phenomenon. Started by grandfathers and fathers, the tradition is continued dutifully by young men worldwide since such a valuable accessory speaks a lot even when the excited and nervous future husband cannot. The diamond engagement ring is now the universal symbol of marriage, love, and devotion. Interestingly, the story is not as old as some may think.  

Where It All Began

The worldwide famous slogan “Diamonds Are Forever” was created in the 19thcentury, when several huge diamond mines were discovered in South Africa. The discovery triggered more people’s fascination with diamonds as the precious stones became commonly available on the market. However, the British businessmen behind the operations in South Africa realized that they needed to maintain diamonds’ aura of mystery and convince people that the stones were very rare. In 1888, they started the famous cartel called De Beers Consolidated Mines Ltd, now known as De Beers. The company began expanding its control over both the supply and demand for diamonds in the following decades. In 1938, a big change happened when Harry Oppenheimer, the son of De Beers’ founder, enrolled an ad agency called N.WAyer. Its job was to change people’s perspective on diamonds especially in the United States, where people were already offering diamond engagement rings but with small and cheap stones. [caption id="attachment_124679" align="aligncenter" width="600"]small diamonds and their reflections Jewel Gem Refraction Diamonds Gemstone Stone[/caption] Image Source: Maxpixel

“A Diamond Is Forever”

The falling price of diamonds began to be a problem all over the world. So, the people at Ayer launched an aggressive campaign. Thousands of young men were convinced that diamonds were indeed the symbol of eternal love and romance. Moreover, the bigger the stone, the more profound their love was for their significant other. The campaign targeted young women as well by trying to convince them that a suitor’s intentions must be true only if a diamond was involved. In 1947, Ayer took the campaign one step further. The company hired lecturers to visit high-schools all over the country with the purpose of inducing this very idea. However, the famous “A Diamond Is Forever” slogan was conceived at the end of the 1940s. An Ayer copywriter came up with the idea and De Beers has been using it ever since. For more info on the world’s most famous slogan – “Diamonds Are Forever” – and the brilliant marketing campaign that got millions of people hooked, check The Diamond Authority’s post dubbed “Diamonds are Forever: the Story Behind the Slogan.” The idea that it proposed in the 1940s, and which still stands today, is that even if diamonds as objects are not eternal (they can be chipped, turned into ash, or discolored), their meaning is. It even got to a point where Ayer suggested the idea that diamonds had magical powers and made love eternal. Over the following years, De Beers and its marketers proved that it was possible to make an idea a reality just by pushing it into people’s heads long enough. Later, in the 1960s, De Beers began expanding into the international market, except for Japan. At the time, arranged marriages were still common in Japan. In 1967, only 5% of future brides had a diamond engagement ring on their finger as the symbol of “modern Western values.” By 1981, about 60% of them had received one from their beloved, transforming the De Beers marketing campaign into a legend. Japan is now the second biggest diamond market after the United States, further proving how times and traditions have changed.

Conclusion

Finally, even if The De Beers Group of Companies and its marketing campaign didn’t have much success in countries like Brazil or China, it achieved the desired fame almost everywhere else. De Beers’ famous slogan entered pop culture and inspired books, songs, and even movies, like the James Bond spy film called “Diamonds Are Forever” (1971). Diamond engagement rings continue to be one of the most popular symbols of eternal love even now when most people know these valuable stones are not that rare. It may be the mystery surrounding diamonds, the way they look, or simply their high price that continues to fascinate millions of people all over the world. Something still pushes them to go to the nearest jewelry store and choose the prettiest diamond. It is something for eternity after all, right?    ]]>

Related Topics:
Advertisement

People & Lifestyle

Knutsford University College hosts The MoneyHub Youth Enterprise Campus Series

Published

8 hours ago

on

August 19, 2022

By

Knutsford University College hosts The MoneyHub Youth Enterprise Campus Series

The MoneyHub Youth Enterprise Campus Series maiden edition held at the Knutsford University College last Wednesday. (more…)

Continue Reading

People & Lifestyle

Over 500 Enteries Received for MTN Heroes of Change Season 6

Published

9 hours ago

on

August 19, 2022

By

MTN Heroes of Change

MTN Ghana Foundation has received over 500 entries for the sixth edition of MTN Heroes of Change dubbed “the Special 25th Anniversary Edition”. (more…)

Continue Reading

People & Lifestyle

Dr. Thomas Mensah, Dentaa Amoateng, H.E Anne-Sophie and 9 Mind-Blowing Speakers Shared Ideas at TEDxSpintex Hosted by Hyperlink Africa

Published

20 hours ago

on

August 19, 2022

By

IMG 9628

The most anticipated TEDxSpintex happened on Friday night at the Untamed Empire. A night of mind-blowing ideas shared on the TEDx stage. (more…)

Continue Reading

People & Lifestyle

This Week On Twitter: Eloswag wins BBNaija HoH again, Twitter launches ‘Spotlight Location’, Chirp Dev Challenge and many more

Published

20 hours ago

on

August 19, 2022

By

e6aa9626adb8b868e3f625fc8f36c379 scaled

Get the latest news in music, movies, sports, entertainment and more on Twitter. Here is a recap of some of the trending stories during this week on #TwitterGhana.

Twitter “Spotlight Location” offers business presence for professionals

Professionals, be it content creators, small business or big brands can now strengthen their presence and showcase their products to customers on Twitter to drive results that move their business forward. Here is a Tweet by the social networking platform on how it’s making this possible through its latest feature known as ‘Location Spotlight’. Some media outlets such as Ameyaw Debrah has  Tweeted about this amazing feature. It is indeed a great time to be a content creator on Twitter!

 

 

Chirp Developer Challenge x Twitter is on!

The Chirp Dev Challenge is on and developers across Ghana are encouraged to join in for a chance to win great prizes valued at over $520,000 and be featured at the Chirp Developer Conference on November 16 in San Francisco. Hacklab Foundation shared a Tweet on how to participate by sharing your innovative idea building an app using Twitter’s API v2 to unlock new experiences for people on Twitter. Give it a go and inspire other developers! #ChirpDevChallenge.

 

BBNaija 2022: Eloswag wins HoH again with seven housemates up for possible eviction

It’s getting hot in Biggie House as housemates from level 1 & 2 battle out for the Head of the House (HoH) title each week. Eloswag has yet again won the week 4 Level Up HoH. Big Brother this time around gave the Head of House an opportunity to nominate from Level 1 or Level 2 house and he chose level 2. Eloswag nominated Kess, Modella, Chizzy, Pharmsavvy,  Kess, Daniella, Amaka, and Groovy. Watch highlights of Eloswag’s nominations via this video. A BBN fan commenting on Twitter said, “Eloswag will be wondering why 7 people this time around”. Meanwhile, you’re missing out if you haven’t followed ShowmaxNG where you can get all the daily highlights and gist happening on the reality show. Good job Eloswag!

Read Also: This week on #TwitterGhana: Big Ivy Returns, Kofi Balmer’s signing by Crystal Palace excites Ghanaians and Many More

 

Global Citizen Festival is coming to Accra

Get ready for an epic line up of musicians including Usher, Gyakie and Sarkodie as they take the stage on September 24 at Black Star Square when the Global Citizen Africa festival comes to Accra. The movement, which aims to change the world through music and address some of the world’s biggest issues, made the announcement via this  tweet on their official Twitter handle. Start getting your dance moves ready people!

Asamoah Gyan targets Black Stars Return at Qatar 2022

In an exciting interview with BBC World Service Sport, Ghana’s football legend, Asamoah_Gyan told John Bennett of his dreams to be called to play at the World Cup in Qatar which stirred up varied reactions from netizens. The football icon shared that though he hasn’t spoken to the leadership of the Ghana Black Stars, he has started training. Here is a snippet of the interview. Reacting to the news, Social Media influencer @AsieduMends tweeted asking Ghanaians about their thoughts. Citi Sports also Tweeted. Catch more of the heated reactions by football fans here.

 

Twitter is what’s happening and what people are talking about right now. To learn more, visit about.twitter.com and follow @Twitter. Let’s talk.

Continue Reading

People & Lifestyle

Everything you need to know about Delta 8 Pre-rolls

Published

21 hours ago

on

August 19, 2022

By

2

Delta 8 is getting in popular among cannabis producers, especially with edibles and, more specifically, Gummies. Delta 8 items are more and more being added to customers’ shopping carts due to new flavors being developed and more concentrated versions being created. Before we get to the top (and the top of our customers’) brands, it’s crucial to learn more regarding Delta 8 products in general.

What is Delta 8?

Delta 8 THC can be a natural substance found in hemp in very small amounts but is converted in the lab with CBD in greater quantities for use in various products. Due to the fact that Delta 8 is derived from hemp chemicals, it is legal in our federal government. Federal law bans products that have over 0.3 percent Delta 9 THC but there is no restriction on Delta 8.

The most popular type of THC cannabinoid in marijuana is beta 9, also known as delta 9. That’s why marijuana is known to have health benefits as well as a powerful psychoactive effect, but also with adverse effects such as anxiety, and paranoia. CBD is well-known for its renowned reputation of offering health benefits (sleep issues, anxiety, general well-being, body pain) which you can take pleasure in without the mental jitters or the high from THC.

Delta 8 has pros and cons, what are they?

It has garnered a dedicated audience due to the fact that it gives a psychoactive high, but also has health benefits. It is possible to eliminate certain negative side effects by using Delta 9 (paranoia and anxiety). While Delta 9 does not produce as much intoxication as Delta 9 (less intoxication), it is equally potent.

Read Also: 3CHI Delta 8 THC Gummies Lifestyle: for Keto, Gluten-Free, and Vegan Diets

However, it’s distinct. It may bring euphoric physical relaxation, as well as mental peace to your mind. You can learn more about Delta 8 THC in our full blog on its benefits.

The advantages of the use of DELTA 8

The utilization of Delta 8, in general, is a fantastic way to reap the advantages of THC in addition to an intense high in psychoactive levels without the unpleasant negative consequences like anxiety or anxiety. Certain benefits include the ability to relax, stimulate your appetite, and anxiety-reducing anti-inflammatory effects that keep your mind in a state of calm. It’s high but without blurred vision.

Delta 8 Pre-rolls

Infused with delta-8, delta-8 pre-rolls are made from hemp flower infused with delta-8 (CBD or CBG flower). The most sought-after pre-rolls consist of pre-rolled cigarettes.

What are the purposes that Delta 8 pre-rolls do?

Delta 8 THC creates the same euphoric effects but is not as strong as Delta 9. Delta 8 prerolls. The one you prefer the most will provide the same benefits as our most loved ones, but they’re completely different! The most frequent outcomes are happiness as well as joy and relief from physical pain.

Conclusion

Delta-8 pre-rolls are a great way to experience the pleasure of the Delta-8 flower, without the need to make the flower roll by yourself. They are particularly beneficial to those just beginning to discover cannabis and don’t have experience in rolling smokeable items, however, everyone can benefit from the ease of pre-rolls. If you want to know more about delta 8 pre-rolls then visit indacloud.co

Continue Reading

People & Lifestyle

Guest Blog: Our qualified doctors of pharmacy have not been paid for 7 months

Published

21 hours ago

on

August 19, 2022

By

doctors of pharmacy

The Doctor of Pharmacy Programme or PharmD as it is popularly called is a professional doctorate pharmacy programme that involves 6 years of training in an accredited institution which enables one to become a licensed pharmacist by the Pharmacy Council of Ghana (in this case) or an approved body (which is country specific) in order to work in the clinical space. (more…)

Continue Reading

Trending