Thanks to a long, successful marketing campaign by De Beers, diamonds became strongly associated with romantic love, first in the United States and then globally (). In the 1940s the company launched a long-running and renowned campaign around the theme “A diamond is forever.” Over many decades, hundreds of millions of dollars were spent to market the notion that diamonds signify romance and love. That campaign benefited the entire diamond industry. As a result of extensive marketing efforts the demand for diamond engagement rings has grown steadily since the 1940s (). As the world’s largest jewelry market, the United States.
