Diamonds weren’t always the default for engagement rings—colored gems like sapphires and rubies once shared the spotlight. But in the 1940s, De Beers’ clever “A diamond is forever” campaign changed everything, turning diamonds into a symbol of eternal love. Since then, they’ve become the de facto stone for engagement rings, though I’ll always have a soft spot for antique rings that dared to be different.
The Power of a Perfectly Timed Campaign
Believe it or not, the reason diamonds became the de facto stone for engagement rings isn’t just because of their beauty or durability (though those help). A lot of it has to do with a brilliant bit of marketing.
In 1947, the advertising agency N.W. Ayer came up with the now-iconic slogan for De Beers: “A diamond is forever.” That single line completely reshaped public perception. As The New York Times puts it, “De Beers didn’t just market a product; they sold an idea—an idea that love, like a diamond, should be eternal.”
And it worked. Practically overnight, a diamond ring wasn’t just a piece of jewelry—it was the symbol of everlasting love. Before that? People got engaged with all sorts of stones. Sapphires, rubies, even opals.
Durability You Can Live With
There’s also a practical side to it. Diamonds are, quite literally, the hardest natural material on Earth. That makes them ideal for daily wear, especially for a ring meant to last a lifetime. I often tell clients who are choosing antique engagement rings that a well-cut diamond from the 1800s still holds up beautifully today—and that’s saying something.
That said, don’t let the “forever” narrative fool you into thinking diamonds are invincible. They can still chip if struck the wrong way, especially if they have shallow crown angles (something I always check for when evaluating old mine cuts or European cuts).
A Legacy of Status and Romance
There’s also a long-standing association between diamonds and social status. Even before De Beers took center stage, diamonds were reserved for royalty and aristocrats. Think of Archduke Maximilian of Austria, who gave Mary of Burgundy a diamond ring in 1477—that’s the first recorded instance of a diamond engagement ring in Europe. That little historical gem was one of the things that made me fall in love with researching antique jewelry. There’s something deeply romantic about traditions that stretch across centuries, don’t you think?
But Let’s Be Honest…
I’ll admit something to you—I don’t always think diamonds are the most interesting choice. Shocking, I know! Personally, I adore colored stones. There’s something utterly poetic about a Georgian-era sapphire ring or a fiery antique spinel with just the right glow. But I also understand why so many people choose diamonds. There’s a kind of timeless confidence to them.
Still, I always say: choose what speaks to you. The best engagement rings are the ones that feel personal, not the ones that follow a script.
Final Thoughts from Sam’s Jewelry Box
Diamonds may be the default today, but that doesn’t mean they have to be your only option. What matters most is finding a piece that reflects your love story. Whether it’s a chunky old mine cut from the Victorian era or a delicate Art Deco emerald-cut with side sapphires, the real treasure is the meaning you attach to it.
And if you ever need help exploring the world beyond the modern solitaire, you know where to find me. There’s a whole sparkling history waiting to be rediscovered.
— Sam 🖤
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Gosh. I never knew that this goes back so far!