If the diamond is large then his love must also be. Two and a half million couples get engaged each year and more than 70 percent of the women receive a diamond engagement ring. This tradition began in 1477 with Archduke Maximillian of Austria and Mary of Burgundy. De Beers has pushed this idea even further with their advertisements and marketing techniques. In 1938, De Beers hired a New York advertising company to convince millions of couples that the larger the diamond on an engagement ring, the greater the love.
Television commercials are extremely alluring to the viewer.
The music by Karl Jenkins with the London Philharmonic and The Smith Quartet has helped to create a seductive appeal to the customer. De Beers also advertises a web site for the company on the television commercial. By visiting the web site one is able to design her own engagement ring. A couple can also learn about why a diamond is so special, rare, and unique just like their love and the man can get some tips on how to propose to his soon to be fianc e. Korrin Perea, a 22 year old, who expects a proposal from her boyfriend of 5 years, on her birthday, said she visits the a diamond is forever web site almost every day. I've created so many rings I saved them in a virtual jewelry box on the web site.