when does a man buy an eternity ring
Eternity ring The concept of the diamond eternity ring was created in the 1960s by diamond merchant De Beers.[3][4] American investigative journalist Edward Jay Epstein stated that at the time the company had a secret agreement with the Soviet Union which, in return for the creation of a "single channel" controlling the world's supply of diamonds, 'required' the purchase of 90-95% of the uncut gem diamonds produced by Russia.[4] The prevailing fashion at the time, particularly for engagement rings, was for them to be set with a single, large diamond. The Soviet gems, however, were small, often less than 0.25 Carats.[3] To avoid stockpiling, De Beers embarked on a campaign of promotion of jewelry containing a number of small diamonds culminating in the eternity ring, which was aimed at older, married women.[3] One campaign slogan, aimed at husbands, was "She married you for richer or poorer. Let her know how itâ€™s going."[5] The idea proved popular with the public, and sales continue to be significant.