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How one female copywriter convinced the world that diamonds meant everlasting love

wedding rings, diamonds
Photo by darlene on Unsplash

No better sell than romance.

We’ve all heard the phrase, “a diamond is forever.” But as history shows us, that isn’t necessarily the case. In fact, having a diamond in a wedding ring is a fairly new concept, and it’s a brilliant lesson in the power of emotional marketing.

According to Weird History, proposing with a wedding ring dates back to the Roman Empire. Though, probably to no one’s surprise, the reasons for doing so were … less than romantic. Rather, simple bands were a symbol of a legal contract. On an even more unsentimental note, only women would wear rings, symbolizing a passing of ownership from father to future husband, thus marking this person as off the market, literally. How sweet.

ancient wedding traditionsRing? Or collar? Who's to say...upload.wikimedia.org



Roman women often received two wedding rings: one made of iron, and one gold. The iron ring, a symbol of strength, would be worn at home. The gold would flaunt affluence to the outside world. And just like today, the ring was worn on the fourth finger, because ancient Romans believed a vein ran from the finger to the heart. Weird History marked this as scientifically inaccurate, but there is a bit of nuance to be explored here. Traditional Eastern healing modalities (think acupuncture and reflexology), work with the concept of meridians, thought to be energetic channels through which life energy flows. The San Jiao meridian, also known as the “Triple Burner” or "Triple Energizer,” begins in the ring finger and passes through the chest to connect with the pericardium, the protective sac surrounding the heart.


So maybe—like many ancient civilizations—the Romans were aware of something we have since forgotten.


Once Rome fell, Europe continued the tradition of betrothal rings, but with a slightly more sentimental twist. Now wedding rings signified the promise of engagement. More like a pledge, less like a property statement. And the Roman Catholic Church first started to imbue the sense of faith, matrimony and divine union through the use of rings. Our modern-day sense of a ring symbolizing marriage vows began in this era.

Okay, but, like … where’s the diamond?

Fast forward to 1477, during the engagement between Maximilian I, Archduke of Austria, and Mary of Burgundy. It was a marriage meant to bring peace and expand the Holy Roman Empire. Talk about a power couple. Mary of Burgundy was the first ever to receive a diamond in a wedding ring, starting a new trend throughout Europe. Ring makers everywhere brainstormed new and more impressive ways of cutting and setting the stones. You could say that Mary of Burgundy was a jeweler influencer, before it was cool.

Diamonds at this time were incredibly rare, and therefore incredibly expensive. Not until diamonds were discovered in Brazil during the early 1700s would prices finally drop. And once South African diamonds were found plentiful in the mid 1800s, the shiny stone began flooding jewelry stores everywhere, and for the first time, diamond wedding rings were made affordable to the middle class.

That is, until the Great Depression.

de beers

Silver diamond studded ring.

Photo by Sabrianna on Unsplash

Financial devastation caused a crash in diamond ring sales. De Beers, the world’s largest diamond conglomerate, somehow couldn’t convince couples that spending what little money they had on an inanimate object to prove wedded bliss was a good idea. That is, until they began to capitalize on the idea of romance.

Using the power of glamor, De Beers bombarded the public with advertisements marketing diamonds as an investment in love, even having actresses pose in pictures to sell the idea (some things never change). Diamond sales skyrocketed 55%. So yeah, it worked.

From there, De Beers continued to entice potential buyers with the idea of bigger, better (read: more expensive) stones with even more ad campaigns. If diamond rings could somehow be synonymous with marriage, then diamond rings would become a necessity for holy matrimony. But how?

The answer is: with words.

This is where copywriter Mary Frances Gerety came into the picture. In 1948, Gerety was assigned to create a slogan that encapsulated the security and eternal romance guaranteed by owning a diamond. According to The New York Times, Gerety scribbled some words onto a piece of paper one night, and the next day presented it to De Beers. The paper read:

“A Diamond Is Forever.”

Gerety cast her spell, and it sold more than a million rings. By the 1960s, 80% of women in the U.S. owned a diamond ring. And it’s still an incantation De Beers uses today.

If there was ever any doubt on just how powerful words can be, let this story be an example.

The slogan might finally be losing its luster, as more and more couples are opting to use different stones, both for ethical reasons and to use different symbolism. For example, some might opt for a sapphire (signifying loyalty), while others might choose a ruby (for love and passion). Others still might do away with rings entirely. Two of my friends have tattoos on each of their ring fingers—the woman has a sun (her husband), and the guy has a moon (his wife). We live in a time where self-expression is making a renaissance, and it’s beautiful to witness. Tradition has its place, but, like with diamond rings, it’s important to know where those traditions are sourced from, in order to make empowering decisions.

For even more wedding ring knowledge, including the story behind Queen Victoria’s infamous golden serpent ring with emerald eyes, watch the full video below.

Photo by Eliott Reyna on Unsplash

Gen Z is navigating a career landscape unlike any other.

True

Every adult generation has its version of a “kids these days” lament, labeling the up-and-coming generation as less resilient or hardworking compared to their own youth. But Gen Z—currently middle school age through young adulthood—is challenging that notion with their career readiness.

Take Abigail Sanders, an 18-year-old college graduate. Thanks to a dual enrollment program with her online school, she actually earned her bachelor’s degree before her high school diploma. Now she’s in medical school at Bastyr University in Washington state, on track to become a doctor by age 22.

a family of 6 at a graduation with two graduatesAll four of the Sanders kids have utilized Connections Academy to prepare for their futures.

Abigail’s twin sister, Chloe, also did dual enrollment in high school to earn her associate’s in business and is on an early college graduation path to become a vet tech.

Maeson Frymire dreams of becoming a paramedic. He got his EMT certification in high school and fought fires in New Mexico after graduation. Now he’s working towards becoming an advanced certified EMT and has carved his career path towards flight paramedicine.

Sidny Szybnski spends her summers helping run her family’s log cabin resort on Priest Lake in Idaho. She's taken business and finance courses in high school and hopes to be the third generation to run the resort after attending college.

log cabin resort on edge of forestAfter college, Sidny Szybnski hopes to run her family's resort in Priest Lake, Idaho.

Each of these learners has attended Connections Academy, tuition-free online public schools available in 29 states across the U.S., to not only get ready for college but to dive straight into college coursework and get a head start on career training as well. These students are prime examples of how Gen Zers are navigating the career prep landscape, finding their passions, figuring out their paths and making sure they’re prepared for an ever-changing job market.

Lorna Bryant, the Head of Career Education for Connections Academy’s online school program, says that Gen Z has access to a vast array of career-prep tools that previous generations didn’t have, largely thanks to the internet.

“Twenty to 30 years ago, young people largely relied on what adults told them about careers and how to get there,” Bryant tells Upworthy. “Today, teens have a lot more agency. With technology and social media, they have access to so much information about jobs, employers and training. With a tap on their phones, they can hear directly from people who are in the jobs they may be interested in. Corporate websites and social media accounts outline an organization’s mission, vision and values—which are especially important for Gen Z.”

Research shows over 75% of high schoolers want to focus on skills that will prepare them for in-demand jobs. However, not all teens know what the options are or where to find them. Having your future wide open can be overwhelming, and young people might be afraid of making a wrong choice that will impact their whole lives.

Bryant emphasizes that optimism and enthusiasm from parents can help a lot, in addition to communicating that nothing's carved in stone—kids can change paths if they find themselves on one that isn’t a good fit.

Dr. Bryant and student video meeting Dr. Bryant meeting with a student

“I think the most important thing to communicate to teens is that they have more options than ever to pursue a career,” she says. “A two- or four-year college continues to be an incredibly valuable and popular route, but the pathways to a rewarding career have changed so much in the past decade. Today, career planning conversations include options like taking college credit while still in high school or earning a career credential or certificate before high school graduation. There are other options like the ‘ships’—internships, mentorships, apprenticeships—that can connect teens to college, careers, and employers who may offer on-the-job training or even pay for employees to go to college.”

Parents can also help kids develop “durable skills”—sometimes called “soft” or “human” skills—such as communication, leadership, collaboration, empathy and grit. Bryant says durable skills are incredibly valuable because they are attractive to employers and colleges and transfer across industries and jobs. A worldwide Pearson survey found that those skills are some of the most sought after by employers.

“The good news is that teens are likely to be already developing these skills,” says Bryant. Volunteering, having a part-time job, joining or captaining a team sport can build durable skills in a way that can also be highlighted on college and job applications.

Young people are navigating a fast-changing world, and the qualities, skills and tools they need to succeed may not always be familiar to their parents and grandparents. But Gen Z is showing that when they have a good grasp of the options and opportunities, they’re ready to embark on their career paths, wherever they may lead.

Learn more about Connections Academy here and Connections’ new college and career prep initiative here.

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