Jewelry at WP Shelton Jewelers
We have all heard the slogan "A Diamond is Forever.” But where did this phrase come from, what exactly does it mean and how long has it been around?
In the 21st century we are starting to experience new social attitudes with diamonds. The Diamond Producers Association took note of the decline in diamond sales with millennials, and started a new campaign titled "Real is Rare” in 2016.
Let us go back to when it all began, after World War II and the Great Depression. According to a New York Times article, back in 1947, Frances Gerety, a copywriter for the marketing agency N.W. Ayer, was tasked to produce a slogan for De Beers’ advertising campaign. Her goal was to boost the sales of diamonds which had fallen during the Great Depression.
Exhausted after a long day of finishing a series of ads, Gerety remembered she had to create a signature line. She quickly prayed "Dear God, send me a line.” And so that evening, she scribbled a sentence.
The next morning she woke up and read again what she had written, "A Diamond is Forever.” Thinking to herself how it was "just O.K.,” she went on to the agency’s meeting that day and according to her, "Nobody jumped.” Filled in a room with mostly men, they thought the word "Forever” was grammatically questionable.
Though it was unclear why the slogan was chosen, it was a decision that paved the way for the next 70 years of increased diamond sales for De Beers.
The slogan changed social attitudes forever. It created an association between their product and a psychology desiring an eternal romantic love and companionship. Gerety used it as the foundation of all their future advertisement. Grabbing the attention of men returning from war, a diamond ring was the perfect symbol of a new life and something to last a lifetime. It also discouraged something that would have potentially hurt the De Beers diamond market---reselling your diamond and exposing a lower cost of the stones themselves.
In the 1980s N.W. Ayer’s campaign went on to reset the norm for how much men should spend on these rings---two months’ salary. The ad said "Isn’t two months’ salary a small price to pay for something that lasts forever?” Yet again, changing the social attitude with one simple word, "Forever.”
In 1999, Advertising Age proclaimed Gerety’s slogan "The Slogan of the Century.”
Now-a-days, advertising agencies, companies, and associations like the Diamond Producers Association, focus on new concepts and audiences. For example, the "Real is Rare” campaign, developed in 2016, created a new emotional feeling: diamonds and your soulmate should be "Real.” The commercials are geared towards millennial couples and their "Wild” adventures together. Long are the days that diamonds mean marriage in this campaign. The slogan is recreating an old social norm with its emerging attitude that "Real” diamonds are the truest symbols of a deep emotional commitment between two young people. Forbes interviewed Chief Marketing Officer, Deborah Marquardt on the marketing goals for "Real is Rare.” ‘She stated that the goal is "to open the lens on how we view commitment, love and connection,” reflecting the target demographics’ more open-minded views about relationships.’
In conclusion, the slogan "A Diamond is Forever” has lasted for over a half century. But will it remain "Forever,” or will new phrases like "Real is Rare” take off with the many millennials of our time? Does a diamond represent marriage? Or does it represent the realness of the relationship? ...Is Forever Still Real?
So it is time to start looking at engagement rings, but where do you begin? W. P. Shelton Jewelers’ guide provides six easy steps that will lead you in the right direction for choosing YOUR perfect engagement and wedding rings.
1. Explore styles.
There are numerous style quizzes online that you can use to define your ring style. Take a couple of those quizzes to see what they say about your personality, and your style likes or dislikes. We cannot forget about the abundant Pinterest pictures. Who can resist creating a Pinterest page with those beautiful shiny rings? Once you create a page (or two), you will start to notice either a single theme, or a couple of themes developing. After saving your favorites, the next best thing to do is categorize the style details you love. This will help when you make your first visit to the jewelry store. We suggest specifying the categories and details below:
- Metal color: platinum, white gold, yellow gold, and rose gold
- Stone shape: princess, round, square, emerald, heart, etc.
- Ring setting: solitaire, halo, three diamonds, etc.
- Overall style: vintage, traditional, elegant, elaborate, simple, ornate, etc.
If you plan to dress your ring up with a ring guard, be sure to choose a style that allows versatility to go from an everyday look, to a more formal one.
2. Educate yourself on the four C’s.
What are the four C’s? Color, Clarity, Cut, and Carat. There is a lot more that meets the eye when it comes to picking a stone. Do not get overwhelmed when you first start "looking” into the diamond. The four C’s directly affect pricing for the ring as a whole. This is the time to decide if you are leaning more towards weight vs. clarity, cut vs. weight, and so on. Meeting with your jeweler in person will clarify a lot more about the four C’s.
3. Choose your wedding band.
It is easy to forget about the wedding band when you are so focused on your future diamond ring. There are several ways to approach the wedding band style. First, ask yourself if you ever plan to wear the wedding band by itself. This will sway you in one direction over the other when it comes to the straight and curved bands. Next, determine if you like the flush look. Trying on samples at the store will help you decide. Lastly, engagement rings usually come with a specific wedding band style to compliment the ring. However, you can choose to mix and match styles. Remember, style is 100% up to you!
4. Set a budget.
Prepare ahead of time, with your special someone, what the total budget will be (including the wedding band). There are several stereotypical suggestions out there on how much should and should not be spent. However, by determining a monthly budget or an amount to save, you will know exactly what you are comfortable spending. Do not be afraid to share your budget with your jeweler. They will keep it confidential as they discuss financial options and guide you on this special purchase.
5. Pick a designer.
If you have the niche for design or know exactly what you are envisioning, creating your own engagement ring may be the best option. Or, maybe your heart has melted looking at the ring of your dreams online and in stores. Either way, you have plenty of options with W. P. Shelton Jewelers. They can hand design your dream ring, or order from your favorite designer.
6. Visit the jewelry store online or in person.
Making a visit to your jewelry store can come before or after the steps listed above. The experts at W. P. Shelton Jewelers will assist you with anything you may need, educate you on the four C’s, and show you all the beautiful styles and design options.