The value of diamond sales had declined 50% by the end of World War I and Openheimer was determined to do something about it, Lauck's suggestion; manufacture a tradition. So successful was the campaign that in 1967 De Beers hired J. Walter Thompson to create a similar "tradition" in Japan, a country with absolutely no history of diamond giving. As a result, today over 90% of all Japanese women receive a diamond engagement ring. Perhaps it's the fact that diamond, the gem that is promoted as the ultimate symbol of beauty and rarity is not really rare at all. The fact is that world production has risen in a steady curve since 1900. Do you know a woman over the age of thirty who does not own at least one diamond?
With a world production of diamonds topping a hundred million carats a year, do you feel like your special relationship requires a more unique symbol? What are the options? Well beauty is important but durability is as well. That ring that she slips on her finger worn daily will take more abuse for more years than Daffy Duck ever gave Elmer Fudd. Luckily gemstones are one of the hardest and most durable objects on earth.
Sapphire and ruby, the royal gems of choice, are excellent candidates. They are really brother and sister, both members of the gem family corundum. Hardness and toughness are the two measures of durability. Diamond is the harder but ruby and sapphire are tougher and at 9 on the Mohs scale, ruby and sapphire are the second hardest things on earth. In fact, only another sapphire/ruby or diamond will scratch either. There are also expanded color choices: ruby is red but sapphire occurs in virtually every other color, besides, blue you may choose, pink, purple or yellow.
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