If you have seen my monthly inspiration blog postings, you will notice that I always have at least one book that I am inspired by or plan to read that month. For August it is a book by J. Courtney Sullivan titled The Engagements. Unlike the other books I am inspired by, this one is a book of fiction but finds its roots in the story of marketing diamonds for engagement rings to Americans. After doing a bit of research, I came across this story in the NY Times about the original diamond engagement ring marketing campaign. To make a long story short, the diamond company De Beers contracted N.W. Ayer & Son Advertising agency in the 1940’s to come up with a campaign to market diamond engagement rings. The assignment was given to one of their female copy writers Frances Gerety who came up with the line “A Diamond is Forever”. Needless to say this was one, if not the most, memorable marketing campaigns of the 20th century that still affects today’s engagement ring market. That being said, The Engagements is described on Amazon as “A rich, layered, exhilarating novel spanning nearly a hundred years, The Engagements captures four wholly unique marriages, while tracing the story of diamonds in America, and the way—for better or for worse—these glittering stones have come to symbolize our deepest hopes for everlasting love.” Sound like the perfect beach read to me!
Take a look at the book cover art and the some of the De Beers campaign images below.
Images via Pinterest