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The Majority Of De Beers' sales for diamond engagement rings came from the United States, but even there, customers were buying cheaper smaller diamonds. In truth, subsequent research study by NW Ayer would expose that "because the end of World War I, in 1919, the total quantity of diamonds sold in America, determined in carats, had declined by 50%; at the very same time, the quality of the diamonds, determined in dollar worth, had decreased by nearly 100%." At that September 1938 meeting with NW Ayer president, Gerold M Lauck, the young Oppenheimer "recommended to Lauck that his agency prepare a prepare for creating a new image for diamonds among Americans." Engagement Ring South Africa that the agency came up with concentrated on the concept of the diamond as a "gift of love", emphasising the value of size.

The agency looked to the original on-screen influencers, motion picture stars. Just like items that are often sent out by business searching for promotion to contemporary Instagram influencers, the movie stars were given diamonds to celebrate their love. Then stories of some huge diamond some Hollywood stud gave to his cherished upon their engagement would be used to a choice of magazines and newspapers, with a concentrate on the size of the diamond.

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Then there was likewise the strategy to rope in the royal household by getting the royal couple to use diamonds instead of any other jewels. "Queen Elizabeth later on went on a well-publicised trip to several South African diamond mines, and she accepted a diamond from Oppenheimer," Epstein writes. On top of this early-influencer marketing, they likewise bought advertisements in publications, "featuring recreations of well-known paintings by such artists as Picasso, Derain, Dali, and Dufy.

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By 1941, the company was able to report that United States diamond sales had actually increased 55% considering that 1938. The agency also later kept in mind that they had conceived "a brand-new form of advertising which has been commonly mimicked ever because. There was no direct sale to be made. There was no trademark name to be impressed on the general public mind.