De Beers – a name not only synonymous with diamonds, but also with creating demand from simple marketing, is at it again. From the origins

Named as the originator of the diamond engagement ring, De Beers created an artificial “need” through marketing and product placement in films and television to make a diamond engagement ring the standard. The campaign began in 1938 and continues today.

Now De Beers has got its eye on China. With billions of dollars of new wealth, China should be a steady customer to the diamond industry. Lately, sales of raw diamonds to China have dropped 15 percent. This is due largely to the Chinese economic slowdown has stifled the amount of diamond jewelry of all types purchased.

Upon the adoption of diamond engagement rings by the Chinese people 10 years ago, diamond sales to China increased at almost 20% per year from 2009-2013 and diamond engagement rings account for 10% of jewelry purchases in China.

More importantly, De Beers must find new customers in the form of young couples. Because they agree that using diamonds as gifts, they will show a particularly strong affinity.

Representatives from De Beers have said they intend to market the custom of gift-giving. Representatives want diamonds to be at the top of the gift-giving list. Most importantly, by associating diamonds with gifts rather than with a self-purchase, the Chinese will feel an obligation to find an over-the-top gift.  Playing on social codes, and a strong marketing campaign, De Beers is sure to fill the void.

Schwanke-Kasten has a wide selection of diamond engagement rings.  Visit the Schwanke-Kasten website for more.

Moreover, many have heard of the Forevermark brand and know of it’s quality diamonds and diamond jewelry.