Engagement Rings: Scam of the Century.

Guys Don’t Buy Diamond
Engagement Rings!

Matter of Fact Do Not Buy Diamonds
at All!  Ever!  It’s a SCAM! It’s Total Bullshit!

Hey Guys!

Engagement Rings is a Scam and a total Rip-off.   Matter of fact, all diamonds are a scam.  Our society has been brain-washed and misguided purposely by cleaver advertising and propaganda about diamonds – the scheme is to take from you and enrich some of the wealthiest tyrants of this century.   Please help us to inform other men and women that diamonds are junk and their value is grossly inflated.  It’s a total SCAM.  

It’s a shame that millions of people have bought into the scam of the century.   A way a man show’s his love for a woman is with a diamond ring that is almost completely “worthless” and it puts the man either in debt or causes a major dent in his bank account.  This is a sad fact.


Diamonds in Fact – is one of the Biggest Scams and Hoaxes ever Perpetrated on the
World-Wide Scene this Century.

American males spend most of their savings on a shiny piece of rock. They could invest their money in assets that will compound over time and someday provide a nest egg. Instead, they trade that money for a diamond ring, which isn’t much of asset and men and women lose money.  It loses value instantly after purchase.

American men give engagement diamond rings as part of the engagement process, because in 1938, the De Beers decided that they would like us to spend money on their JUNK.  Prior to a stunningly successful marketing campaign 1938, American men seldom wasted their money on diamond engagement rings.

Here’s the SCAM!

The scam is this;  Diamonds aren’t actually that rare. Only by carefully restricting the supply has De Beers kept the price of a diamond high.  The De Beers warehouses mountains of these so-called precious and rare items called “diamonds.”

Countless American men will admit that society’s  obligation to furnish a diamond engagement ring is both stressful and expensive. But here’s the thing – this obligation only exists because the company that stands to profit from it willed it into existence.

Are Diamonds Really That Rare – Here is a small basket of diamonds.


It’s Time to Stop the Bullshit and the Non-Sense.  We were all conned and now we can stop with this goofy tradition.

So here is what we need to do: Let’s agree that diamonds are bullshit and reject the “diamond” role in the marriage process. Let’s admit that as a society we got tricked for about century into coveting sparkling pieces of carbon, but it’s time to end the nonsense.

The De Beers brain-washed millions of people over the past century to believe  “diamonds” are valuable and women should feel loved if or when she receives a diamond ring.   What a crock of crap!

engagement ringsYou would be lucky if anyone would give you 50% or less than you paid for it – the moment you left the jewelry store.  


Doesn’t this scam make you sick?  Engagement Rings? What a joke.

Men are compelled to buy the woman they love a diamond ring no matter what.   It’s hard to imagine that it’s only been three-quarters of a century since diamonds became the symbol of wealth, power, and romance they are in America today — and it was a scammy but brilliant, multifaceted marketing strategy designed and executed by ad agency N.W. Ayer in the early 1900s for their client called the De Beers.engagement-ring1

De Beers successfully turn a failing market into a psychological necessity, all during a period of war and economic turmoil.

How exactly did N.W. Ayer (De Beers) convince Americans that diamonds are the ultimate symbols of love, romance, and marriage? What were the marketing campaigns that turned the diamond industry around — and were they morally sound?

The De Beers’ created 80-years of dominance on the diamond industry and was one of the most impressive in history.  Look how they manipulated the market.  It’s pitiful.

How It All Started.

Diamonds are NOT actually rare.  There are literally millions of diamonds in the ground and the De Beers had diamonds stacked to the ceiling of 30 ft warehouses.  They are not rare.  They simply control how many go out into the market place.

Diamonds haven’t been called rare stones since 1870, when huge diamond mines were discovered in South Africa. Soon after the discovery, the British financiers behind the South African mining efforts realized the diamond market would be saturated if they didn’t do something about it. So in 1888, they set two audacious goals:

Are Diamonds really rare?
What a SCAM!
The Hoax of the Century.


1) Monopolize diamond prices. They succeeded by creating De Beers Consolidated Mines, Ltd. and taking full ownership and control of the world diamond trade. While they stockpiled diamonds and sold them strategically to control price, De Beers  cultivated a network of wholesalers all over the world.

2) Stabilize the market. To succeed here, De Beers would have to figure out a way to control both supply and demand for diamonds worldwide. For this, they would need to find an ad agency.

When De Beers began looking for an ad agency, the global economy was suffering and Europe was under threat of war. Their challenge was to figure out which country or countries had the most potential to support a growing diamond market, and then to hire an agency to implement a marketing campaign in those countries.

Because of Europe’s preoccupation with the oncoming war, the U.S. was chosen — even though the total number of diamonds in the U.S. had declined by nearly 50% since the end of World War I.

De Beers hired Philadelphia ad agency N.W. Ayer in 1938.

The Birth of a Vision

De Beers chose N.W. Ayer because of their ideas on conducting extensive research on social attitudes about diamonds, and then strategically changing them to appeal to a wider audience.

N.W. Ayer did exhaustive market research to figure out exactly what Americans thought about diamonds in the late 1930s. What they found was that diamonds were considered a luxury reserved only for the super wealthy, and that Americans were spending their money on other things like cars and appliances.

To sell more and bigger diamonds, Ayer would have to market to consumers at varying income levels.

So, how do they get more people to buy big diamonds in a bad economy? They needed to figure out a way to link diamonds with something emotional. And because diamonds weren’t worth much inherently, they also had to keep people from ever reselling them.

What was emotional, socially valuable, and eternal? Love and marriage. Bingo.
The Real Scam was Born.

According to New York TimesN.W. Ayer’s game plan was to “create a situation where almost every person pledging marriage feels compelled to acquire a diamond engagement ring.”

The concept of an engagement ring had existed since medieval times, but it had never been widely adopted. And before World War II, only 10% of engagement rings contained diamonds.

With a carefully executed marketing strategy, N.W. Ayer could strengthen the tradition of engagement rings and transform public opinion about diamonds — from precious stones to essential parts of courtship and marriage.

Eventually, Ayer would convince young men that diamonds are the ultimate gift of love, and young women that they’re an essential part of romantic relationships.

Creating the Narrative

The agency wanted to make it look like diamonds were everywhere, and they started by using celebrities in the media.

They Got  Celebrities to Wear and
Buy Diamond Rings to Help
Brain Wash the American People.

A publicist for De Beers at N.W. Ayer’s wrote newspaper columns and magazine stories about celebrity proposals with diamond rings and the type, size, and worth of their diamonds. Fashion designers talked about the new diamond trend on radio shows.

N.W. Ayer used traditional marketing tools like newspapers and radio in the first half of the twentieth century.

In addition to overt advertisements, they created entertaining and educational content — ideas, stories, fashion, and trends that supported their brand and product, but wasn’t explicitly about it. According to The AtlanticN.W. Ayer wrote: “There was no direct sale to be made.

The Rarity Hoax of the Century.
End the Bullshit!

There was no brand name to be impressed on the public mind. There was simply an idea — the eternal emotional value surrounding the diamond.” Their story was about the people who gave diamonds or were given diamonds, and how happy and loved those diamonds made them feel.

Every one of De Beers’ advertisements featured an educational tip called, “How to Buy a Diamond.” The instructions said: “Ask about color, clarity and cutting — for these determine a diamond’s quality, contribute to its beauty and value. Choose a fine stone, and you’ll always be proud of it, no matter what its size.”

The agency saw tremendous success from their early campaigns. In just four years between 1938 and 1941, they reported a 55% increase in U.S. diamond sales.  They wanted to convince Americans that marriages without diamonds were incomplete.

“A Diamond Is Forever”engagement-ring-promo4

These four iconic words have appeared in every single De Beers advertisement since 1948, and AdAge until 1999.

The Scam of the Diamond Ring Has Been Here Every Since and Men Still Spend their Hard Earned Money of Almost Worthless “Junk” to Impress the Woman they Love.  What a shame.


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