De-Beers Campaign

This is a De-Beers campaign for Engagement Rings. For a while it was “one months salary that lasts forever” but it was increased by another month sometime in the late 1990’s. This De-Beers campaign was not about jewellers selling more engagement rings but it was about jewellers selling their engagement rings at a higher price, by offering bigger and better diamonds to their customers. This marketing campaign has made future grooms save more money for the engagement ring, so it has been very successful in increasing the average spend on engagement rings.
It was a necessary boost for the retail diamond industry, as when the average price of engagement rings increases, then so does the wedding rings and the accessories after it like pendants, earrings, watches, etc.
Did this financially affect the man or couple buying an engagement ring.

No it didn’t. All it did was make him more aware of what is a reasonable guide to spend and he simply distributed a greater percentage of his earnings towards the engagement ring.

“Two months salary” didn’t actually mean to everyone that they had to save up everything they earned in two months and use it to buy an engagement ring. All it was designed to do is make the public spend twice as much on engagement rings. At the end of the day a person will only spend what they can afford.
It was another great marketing campaign by De-Beers which was done respectfully and wisely.