https://www.nationalgeographic.com/
Thanks to a modern marketing campaign, the not-really-rare gem became the iconic stone for eternal love.
When Gladys Babson Hannaford visited Florida State University in 1960, her lectures weren’t exactly part of the curriculum—and Hannaford, also known as the “Diamond Lady,” wasn’t your ordinary teacher. A diamond “expert” who gave hundreds of “educational” talks on the gems annually, Hannaford was actually employed by an ad agency with a simple, if ambitious, mission: Make American women want diamonds.
Diamonds aren’t rare, and their prices were set by at the time by the ad agency’s glittering client, global diamond conglomerate De Beers. Nor were diamond engagement rings a historic tradition in the U.S. Yet Hannaford preached that diamonds were precious gems with important emotional and historical resonance. “The enduring quality of a diamond is associated with an enduring love,” she told students, encouraging her female listeners to demand diamond rings from their future fiancés.
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