11. Diamonds
Articles of Interest
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Engagement Rings - A Diamond Is Forever
In 1948, De Beers launched what is arguably the most successful advertising campaign of the 20th century. A young copywriter named Frances Garrity was given the task of coming up with a tagline for the ads. She stayed up all night and she couldn't think of anything before scribbling out diamond is forever at 5 a.m. The four C's are cut measures symmetry, polish and proportion. Clarity is determined under ten times magnification by a trained gemologist since most of the characteristics can't be seen by the naked eye.
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