Christmas is now pasted all over, the internet, magazines and
billboards, one would think that it is the most successful marketing
ploy ever. Not so. Yes, it generates more sales than any other marketing
done, but is not client specific, anyone can jump on the band wagon.
I believe the best marketing ploy
ever, was done by some
people in my own country, Harry of De Beers. With clever use of an
ancient tradition and a bit of deceit; they sold diamonds, So well
indeed, that even the Great Depression did not affect their sales at
all.
Here is the story:
Anthropologists have us believe this tradition originated from a
Roman custom in which wives wore rings attached to small keys,
indicating their husbands’ ownership.
In 1477, Archduke Maximillian of Austria commissioned the very first
diamond engagement ring on record for his wife-to-be, Mary of Burgundy.
This sparked a trend for diamond rings among European aristocracy and
nobility.
The discovery of massive diamond mines in South Africa in the late
19th century, for the first time flooded world markets with diamonds.
The British businessmen operating the South African mines recognized
that
only by maintaining the fiction that
diamonds were scarce and inherently valuable could they protect their
investments and buoy diamond prices. They did so by launching a South
Africa–based cartel, De Beers Consolidated Mines, Ltd. in in 1888. This
was only the first step.
In 1938, with the Depression and the rumblings of war, Harry
Oppenheimer, the De Beers founder’s son, recruited the New York–based ad
agency N.W. Ayer to market his diamonds in the USA, already the
practice of giving diamond engagement rings had been gaining traction
for years, but where the diamonds sold were increasingly small and
low-quality. Not like old Harry’s. You may have heard the expression
“Blood Diamonds” more recently, and the thought that goes behind that
expression? It is quite laughable really. A very large reason for the
Anglo Boer War revolved around the findings of a massive stone and then a
large deposit of diamonds at Kimberly, South Africa. Diamonds were
bloody almost from the start.
Ayer set out to persuade young men that diamonds (and
only
diamonds) were synonymous with romance, and that the measure of a man’s
love (plus his personal and professional success) was directly
proportional to the size and quality of the diamond he purchased. Young
women, in turn, had to be convinced that courtship concluded,
invariably, in a diamond.
Enter Hollywood. Movie idols, the very paragons of romance … to the
unwashed masses ….would give, on screen, diamonds to show their undying
and indestructible love. Still photographs of glamorous movie stars
swathed in diamonds were everywhere. By now we are in 1947, and Ayer
launched the slogan, “A Diamond is Forever.” Not only that, they
actually arranged lectures at High Schools all around America, to
convince both the girls and the boys, that the
only way to proclaim undying love was with a diamond. The bigger the better no doubt, cunning b#^*ds!
The rest as they say is history.
But the biggest con? As a lot of my friends that have been in Namibia
and Angola know, diamonds, even high quality diamonds, are not rare at
all.
I did not mention, back in 1888, De Beers Consolidated Mines, Ltd. (now
De Beers),
meticulously extending the company’s control over all facets of the
diamond trade in the ensuing decades. That included how many would be
released at any given time. Clever chap old Harry.
Merry Christmas.
Of Interest
Please do check out my page and if you decide to “like” it, I shall be well pleased.
The Mexican Horse Thief
Get quality backlinks.
The Gravy Train
Niume seems to be the best microblogging platform available at present, why not give them a try?
Short Story.
The Chronicles of the Mexican Horse Thief I – Angola
On line Photographic Club with a difference.
Photography 101