Pay in installments with
Salvatore Belfiore
Resistant, shiny, a symbol of timeless beauty. The diamond has a particular, very fascinating history that few know .
The word comes from the Greek “adamas” which means invincible, indomitable, indestructible. And Pliny the Elder himself, in his Naturalis Historia, writes of the diamond as a very precious and very hard stone, so much so that the Romans used it as an engraving stone.
Until 1800 the alluvial deposits of the Indian Subcontinent and South America were the main diamond deposits in the world. Only after 1867 were the first diamonds discovered in South Africa.
In Western Europe they spread starting from 1200 and during the Renaissance the craftsmen began to use new tools for cutting the diamond in order to sculpt the facets of this rough stone and enhance its sparkle.
In this way, jewels are created of such beauty that they are extremely rare, a symbol of wealth and luxury.
The diamond ring symbolizes the beginning of an exciting journey that will last a lifetime. A new adventure together.
In history, the first diamond engagement ring of which there is any record dates back to Archduke Maximilian, the future Holy Roman Emperor, who gave it as a gift to Mary of Burgundy, his fiancée, in 1447.
Among royals, over the centuries, it has always been a consolidated custom to give a diamond ring as a gift.
The situation is very different among ordinary people who, unable to afford to buy a diamond ring, opt to exchange iron rings, cattle or clothes.
Too expensive, unattainable, only royals can afford to exchange such a precious object as a diamond .
In the mid-1800s, two Dutch settlers, Johannes and Diederik de Beer, discovered diamonds on a South African farm. Shortly after, they sold the mine to a British company that created the famous conglomerate De Beers . In a short time, control of 90% of the world's diamonds was in its hands.
An exponential growth that forces De Beers to study a business strategy that can continue to make diamonds perceived as a luxury item in a period in which demand in Europe is drastically collapsing due to the world wars and the Great Depression.
De Beer is therefore focusing entirely on the United States, where it is not customary to give a diamond ring as an engagement gift .
So what to do? Start a ruthless, incisive, relentless advertising campaign that bombards Americans daily, making them believe that the diamond is truly the symbol of eternal love.
And so the trend goes viral: engaged couples show off their engagement rings in magazines, Hollywood stars wear diamonds, the campaign to promote the use of gems in high schools and women's clubs spreads , and the connection between diamonds and marriage insinuates itself more and more into the collective imagination .
Then, in 1948, comes the most successful slogan of all time. Copywriter Mary Frances Gerety thunders with her famous phrase that will forever remain in history: "A diamond is forever".
Receive your order immediately and pay in 3 to 12 installments.
Our team is always available to you 24/7.
We deliver all jewelry in Zahir personalized packaging.
Engrave a name, letter, or a date that's important to you, at no additional cost.
