Eternity ring

History of the Eternity Ring

• Diamond eternity ring created in the 1960s by De Beers
• De Beers had a secret agreement with the Soviet Union for diamond control
• Prevailing fashion for engagement rings was a single large diamond
• Soviet gems were small, often less than 0.25 carats
• De Beers promoted jewelry with small diamonds, leading to the creation of the eternity ring

Campaign Slogan and Target Audience

• One campaign slogan: 'She married you for richer or poorer. Let her know how it's going.'
• Aimed at husbands to encourage the purchase of eternity rings
• Slogan emphasized the symbolic value of the ring
• Intended to appeal to older, married women
• Part of De Beers' campaign to avoid stockpiling diamonds

References and Sources

• 'Awesome guide on infinity rings - What are they used for?' (source not specified)
• Think Engraved (source not specified)
• Primestyle: Why Eternity Bands Are So Popular – Top 4 Reasons (source not specified)
• The Eternity Ring by mensjewelry.org (source not specified)
• Finger Rings From Ancient Egypt to the Present Day by Gerald Taylor and Diana Scarisbrick (book reference)

Edward Jay Epstein

• American investigative journalist
• Epstein wrote about De Beers' secret agreement with the Soviet Union
• His article 'Have you ever tried to sell a Diamond?' highlighted diamond industry practices
• Published in The Atlantic Monthly in February 1982
• Epstein's work brought attention to De Beers' control over the diamond market

Russia and De Beers

• Daniel Kempton's article 'Russia and De Beers: Diamond Conflict or Cartel?' (published in the South African Journal of International Affairs)
• Discusses the relationship between Russia and De Beers in the diamond industry
• Addresses the potential conflict or cartel-like behavior
• Provides insights into the dynamics of the diamond market

Eternity ring Mentions

Eternity ring Data Sources