Diamond engagement rings came to be the social norm following an advertisement campaign by major diamond buyer DeBeers in the late 1940’s. Expectations of premier, high quality diamonds to secure the affections of your bride to be replaced  the perhaps more simple yet elegant jewelry of the past. In the 1930’s DeBeers controlled over 60% of the rough diamond trade in the world and economic depression severely limited their sales capacity, so they rolled out a fantastic campaign.

“Diamonds are forever” became an instantly recognizable catch phrase and GI’s eager to pop the question upon their return from the front did just that, all at two months salary none the less. Diamond rings became the only way to propose and the idea that a diamond can last forever lent itself well to the power of love and desire for a strong and stable marriage. The practice of exchanging a ring for a promise of fidelity followed wide swept legal reforms in America which abolished shotgun wedding laws. Presenting your betrothed with a ring assured them the contractual agreements of matrimony would be upheld and adding a diamond to the mix just upped the ante.