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Ultimately, the De Beers campaign sought to persuade the consumer that an engagement ring is indispensable, and that a diamond is the only acceptable stone for an engagement ring. [33] The sales of diamonds in the United States rose from $23 million to $2.1 billion between 1939 and 1979.
Data from Rare Carat, an online diamond marketplace for engagement rings, found New Jersey is the third-most expensive state for engagement rings this Valentine’s Day, averaging $10,445 per ring.
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Princess cut diamond set in a ring The princess cut (technical name 'square modified brilliant') is a diamond cut shape often used in engagement rings. The name dates back to the 1960s, while the princess cut as it exists was created by Betazel Ambar, Ygal Perlman, and Israel Itzkowitz in 1980.
Conversely, the jewellery industry in the early 20th century launched a campaign to popularise wedding rings for men, which caught on, as well as engagement rings for men, which did not, go so far as to create a false history and claim that the practice had medieval roots. By the mid-1940s, 85% of weddings in the U.S. featured a double-ring ...