ETERNITY RINGS PHILIPPINES | CUSTOM MADE JUST FOR YOU

The concept of the diamond eternity ring was created in the 1960s by diamond merchant De Beers. 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. 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. 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 it’s going.