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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.

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Science

What will Earth look like if all its land ice melts? These maps show the clear answer.

Climate change isn't pretty.

via Business Insider Science/YouTube.

A map of the United States post land-ice melt.

Land ice: We got a lot of it. Considering the two largest ice sheets on earth — the one on Antarctica and the one on Greenland — extend more than 6 million square miles combined ... yeah, we're talkin' a lot of ice. But what if it was all just ... gone? Not like gone gone, but melted?

If all of earth's land ice melted, it would be nothing short of disastrous. And that's putting it lightly. This video by Business Insider Science (seen below) depicts exactly what our coastlines would look like if all the land ice melted. And spoiler alert: It isn't great. Lots of European cities like, Brussels and Venice, would be basically underwater.

I bring up the topic not just for funsies, of course, but because the maps are real possibilities.

How? Climate change.

As we continue to burn fossil fuels for energy and emit carbon into our atmosphere, the planet gets warmer and warmer. And that, ladies and gentlemen, means melted ice.

A study published this past September by researchers in the U.S., U.K., and Germany found that if we don't change our ways, there's definitely enough fossil fuel resources available for us to completely melt the Antarctic ice sheet.

Basically, the self-inflicted disaster you see above is certainly within the realm of possibility.


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In Africa and the Middle East? Dakar, Accra, Jeddah — gone.



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Millions of people in Asia, in cities like Mumbai, Beijing, and Tokyo, would be uprooted and have to move inland.



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South America would say goodbye to cities like Rio de Janeiro and Buenos Aires.


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And in the U.S., we'd watch places like Houston, San Francisco, and New York City — not to mention the entire state of Florida — slowly disappear into the sea.


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All GIFs via Business Insider Science/YouTube.

Business Insider based these visuals off National Geographic's estimation that sea levels will rise 216 feet (!) if all of earth's land ice melted into our oceans.

There's even a tool where you can take a detailed look at how your community could be affected by rising seas, for better or worse.

Although ... looking at these maps, it's hard to imagine "for better" is a likely outcome for many of us.

Much of America's most populated regions would be severely affected by rising sea levels, as you'll notice exploring the map, created by Alex Tingle using data provided by NASA.

Take, for instance, the West Coast. (Goodbye, San Fran!)



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Or the East Coast. (See ya, Philly!)


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And the Gulf Coast. (RIP, Bourbon Street!)

"This would not happen overnight, but the mind-boggling point is that our actions today are changing the face of planet Earth as we know it and will continue to do so for tens of thousands of years to come," said lead author of the study Ricarda Winkelmann, of the Potsdam Institute for Climate Impact Research.

If we want to stop this from happening," she says, "we need to keep coal, gas, and oil in the ground."

The good news? Most of our coastlines are still intact! And they can stay that way, too — if we act now.

World leaders are finallystarting to treat climate change like the global crisis that it is — and you can help get the point across to them, too.

Check out Business Insider's video below:


- YouTubewww.youtube.com


This article originally appeared eleven years ago.

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Science confirms ‘Move in Silence’ trend might be the smartest way to achieve your goals

“I promise you things always work out better when you keep them to yourself.”

TikTok: @wemiopakunle, @_alliechen, @mandanazarfhami,

Science confirms ‘Move in Silence’ trend might be the smartest way to achieve your goals.

TikTok's latest viral wisdom is backed by hard data—and it's making people rethink their communication habits. We live in a world of chronic oversharing. We post everything, from the routes we run (including screenshots as proof of all that hard work), to the pale-green iced matcha latte sitting at our desks or a present from a boyfriend (who will be tagged prominently, not secretly off screen). Who knows when, but our brains became wired for sharing: to record, to curate, and to post every second of our lives, then consume that of others to a disturbing degree. So, here's a radical idea: when it comes to goals and plans, try keeping them to yourself. It could be the key to making them a reality.

That's the message behind TikTok's massively popular "Move in Silence" trend, where creators like @noemoneyyy have cracked the contradictory code to success: Instead of broadcasting every big idea or project that runs through your head, if you actually want it to come to fruition, keep your plans to yourself until they're executed. And it's not just a trend; surprisingly, science also supports this muted approach.


@noemoneyyy Work in private and let the results speak! #privatelife #privatelifehappylife #workinprivate #creatorsearchinsights ♬ sonido original - Luis Jonathan

"As a former oversharer who used to tell every single friend, every single family member, or a partner everything I was doing, I promise you things always work out better when you keep them to yourself," explains creator @noemoneyyy in a video that's garnered millions of views.

On a different video by @mandanazarfhami, she says, “I don’t care what you’ve got going on in your life: that dream job, that city that you want to move to, that dream person, that dream life, that dream anything. Literally keep it to yourself until it’s done.”

Commentors were quick to agree, with one person writing: “From a young age, I never told anyone my next steps. I also taught my husband and son to keep our private matters to themselves and just do things 💯Not many people like it, but who cares🌝🙌🏼🫶🏼”

Another chimed in, “This concept has changed my life for the better.” Others replied, “100 agree 💕” and “100%🙌🏼people can’t ruin what is silent, show results.”


@mandanazarghami monitoring spirits are a real thing - move in silence and watch how much your life changes #fypシ ♬ Jacob and the Stone - Emile Mosseri


What's going on here

In a study done by New York University, researchers found that people who kept their goals private worked on tasks for an average of 45 minutes, compared to the 33 minutes of work completed by those who announced their plans in advance. The twist? The people who shared their goals expressed feeling closer to finishing, despite doing approximately 25% less work.

NYU psychologist Peter Gollwitzer, who led the research, concluded that "once you've told other people your intentions, it gives you a 'premature sense of completeness.'" He also found that the brain is made up of "identity symbols," which create one's self-image. Interestingly, both action and talking about action create symbols in your brain, so simply speaking about a future plan or something you want to do satisfies that part of your brain. When we make our goals public, especially ones that matter to us and deal with our identity, our ability to achieve said goal is significantly reduced. As the old adage goes, "actions speak louder than words."

Stranger still, in his paper "Does Social Reality Widen the Intention-Behavior Gap," Gollwitzer notes that in order for this phenomenon to happen, one must truly care about their goals. "Ironically, this effect was only found for participants who are very committed to their goal!" PsychologyToday notes. "The lesson learned is that the more passionate you are about your goals, the more secretive you should be about them."

Quiet, silence, peace, shhh, no speaking, secret The more passionate you are about your goals, the more secretive you should be. Photo credit: Canva

Another reason to keep quiet: If you're a beginner trying something new, sharing your plans could potentially open you up to criticism and negative feedback, which could deter you from even starting. At the University of Chicago, professor Ayelet Fishbach conducted studies to determine how positive and negative feedback affects the pursuit of one's goal. According to Atlassian, she and her team found:

  • When positive feedback signals commitment to a goal, it increases motivation.
  • When positive feedback signals progress, it actually decreases motivation.
"One example the researchers give is a math student who gets a good grade on a test. If she perceives it to mean she likes math, she will study harder. If, however, she sees the high score as a sign she is making progress in the class, she may ease up and study less." - Atlassian


@_alliechen I used to be such an open book but now im a lot more reserved on my goals and plans so ppl dont judge #moveinsilence #relateablecontent #girlies #viral #success ♬ suara asli - astrooo🪐

We've all been there: excitedly telling everyone about your grand plans to backpack through Europe, the year you'll finally learn Spanish, or joining the group lesson at the tennis courts you always pass by… only to mysteriously lose all motivation a week later. Turns out, those lovely dopamine bursts that accompany every enthusiastic "That sounds great!" or "You should totally do it!" response might be precisely what's holding you back.

The good news? You don't need to become closed-off and secretive, a hermit on the top of a mountain who's afraid to share any part of themselves with the world. Research suggests that sharing your goals with one or two selected friends who can be trusted to provide meaningful support is still a good idea. Just hold off on the Instagram Live announcement until you've actually accomplished something substantial.

So, the next time you sit down to write your goals, whether they be a new year's resolution, the day's to-do list, or a five-year plan, think twice about sharing it with others. Give it time and you might have something better to share soon: the results.

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A guy planted two potatoes in an Amazon shipping box to prove a point. Mission accomplished.

You should see how many potatoes he got out of this experiment.

The Gardening Channel with James Prigioni/YouTube

Can you grow vegetables in a cardboard box?

In the era of supermarkets and wholesale clubs, growing your own food isn't a necessity for most Americans. But that doesn't mean it's not a good idea to try.

A household garden can be a great way to reduce your grocery bill and increase your intake of nutrient-dense foods. It can also be a good source of exercise and a hobby that gets you outside in the sunshine and fresh air more often. However, not everyone has a yard where they can grow a garden or much outdoor space at all where they live. You can plant things in containers, but that requires some upfront investment in planters.

container garden, growing plants in containers, growing vegetables, homegrown, producePotted plants and herbs can thrive in a container garden.Photo credit: Canva

Or does it? Gardener James Prigioni set out to see if an Amazon shipping box would hold up as a planter for potatoes. He took a basic single-walled Amazon box, lined it with dried leaves to help with moisture retention, added four to five inches of soil (his own homegrown soil he makes), added three dark red seed potatoes, covered them with more soil, added a fertilizer, then watered them.

He also planted a second, smaller Amazon box with two white seed potatoes, following the same steps.

Two weeks later, he had potato plants growing out of the soil. Ten days after that, the boxes were filled with lush plants.

- YouTubewww.youtube.com

Prigioni explained how to "hill" potato plants when they grow tall enough, which helps encourage more tuber growth and protect the growing potatoes from sunlight. Hilling also helps support the plants as they grow taller so they don't flop over. He also added some mulch to help keep the plants cooler as the summer grew hotter.

After hilling, Prigioni only needed to keep up with watering. Both varieties of potatoes flowered, which let him know the tubers were forming. The red potato leaves developed some pest issues, but not bad enough to need intervention, while the white potato plants were unaffected. "It goes to show how variety selection can make a big difference in the garden," he explained.

The visible plants have to start dying before you harvest potatoes, and Prigioni checked in with the boxes themselves when they got to that point.

vegetable garden, growing potatoes, grow potatoes in a cardboard box, Amazon box, farmingFreshly harvested potatoes are so satisfying.Photo credit: Canva

"I am pleasantly surprised with how well the boxes held up," he said, especially for being single-walled boxes. The smaller box was completely intact, while the larger box had begun to split in one corner but not enough to affect the plants' growth. "This thing was completely free to grow in, so you can't beat that," he pointed out.

Prigioni predicted that the red potatoes grown in the larger box would be more productive. As he cut open the box and pulled potatoes from the larger box, they just kept coming, ultimately yielding several dozen potatoes of various sizes. The smaller box did have a smaller yield, but still impressive just from two potatoes planted in an Amazon box.

People often think they don't have room to grow their own food, which is why Prigioni put these potato boxes on his patio. "A lot of people have an area like this," he said.

"I will never look at cardboard boxes the same," Prigioni added. "There are so many uses for them in the garden and it's just a great free resource we have around, especially if you're ordering stuff from Amazon all the time."

cardboard box, container garden, amazon box, growing vegetables, gardeningDo you see a box or do you see a planter?Photo credit: Canva

People loved watching Prigioni's experiment and shared their own joy—and success—in growing potatoes in a similar fashion:

"I have been growing potatoes in every box I can find for several years now. I have had excellent success. I honestly think potatoes prefer cardboard. And yes, most of my boxes were from Amazon."

"I live in an upstairs apartment with a little deck and I have a container garden with containers on every single stair leading to the deck. I grow potatoes in a laundry basket. It's amazing how much food I can get from this type of garden!! Grateful."

"I literally got up and grabbed the empty boxes by our front door, the potatoes that have started to sprout, and soil i had inside and started my planting at 1am. Lol. I will take them outside today and finish. Thank you James!"

"I grew potatoes and tomatoes on my tiny balcony in Germany (in buckets and cardboard boxes). Now I have a big garden here in America. I so love to grow my own food."

"I grew sweet potatoes in cardboard boxes. It’s so much fun."

Next time you're stuck with an Amazon box that you don't have a use for, consider whether you could use it as a planter for potatoes or some other edible harvest. Gardening doesn't have to be fancy to be effective.

You can find more of gardening experiments on The Gardening Channel with James Prigioni.

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How Kamikatsu became the first zero-waste town in Japan, and what we can learn from them

Meet the tiny town that's radicalizing the ways we recycle.

Photo credit: Canva

Anyone can transform their relationship with waste.

In Japan, one of the first things you notice is how intense they are about recycling. Bins are guarded by two to three uniformed protectors who are quick to tell you if you’re doing things wrong. For a novice—especially one from America—that seems to be almost everything. The plastic plate wasn’t washed clean enough, you’re headed to the wrong bin (there are many, all with varying purposes), etc.. It can feel quite exhausting until you realize that Japan is a global leader in plastic bottle and e-waste recycling, with an impressive 86% and 70%, respectively. Compare that to the global recycling numbers: according to the Ellen MacArthur Foundation, about 30% of plastic water bottles (PET) are recycled globally and only 22% of all e-waste is formally recycled globally.

However, nestled in the lush mountains of Shikoku Island—the smallest of Japan’s four islands—is a tiny town that’s revolutionizing the trash and recycling industry. Welcome to Kamikatsu. All 1,400 residents here are so committed to zero-waste, they sort their garbage into 45 different categories and don’t even use garbage trucks. And their efforts have paid off: Kamikatsu received a remarkable 81% recycling rate—the highest in the world, thus far.

Recyling, reusing, environment, Japan, environmentKamikatusu's recycling techniques are well worth the effort. Kamikatsu Zero Waste Center

For perspective, Japan’s national average (for overall solid waste recycling) is only 20%. Germany is considered as the global leader in recycling household and municipal waste, with a recycling rate of 67%. Following Germany are Austria (58%), South Korea (59%) Slovenia (58%), and Belgium (54%). The United States rests at 32%, although it aims for 50% by 2030. In short, Kamikatsu isn’t just lapping the world’s global leaders: it’s redefining what’s possible.

Which wasn’t always the case. In the 1970s, there was nothing exceptional about Kamikatsu, in terms of recycling. According to ReasonsToBeCheerful: “The roots of Kamikatsu’s reuse revolution go back decades. During Japan’s postwar economic boom, the expansion of mass industry created huge amounts of waste, which increased from 6.2 million tons in 1955 to 43.9 million tons in 1980. In response, municipalities across Japan, including Kamikatsu, began to build incinerators to dispose of it all. But over time, concern grew about the pollution being created.”

Recycling, Japan, zero-waste, trash, environmentThe inside of Kamikatsu's Zero Waste Center. KAMIKATSU ZERO WASTE CENTER

The town’s transformation took years, beginning in 1991, when officials first tackled food waste by providing composters to every household. By 1997, they’d created nine categories for recycling:

  1. Newspapers
  2. Magazines and flyers
  3. Cardboard
  4. Milk cartons
  5. Other paper
  6. Aluminum cans
  7. Steel cans
  8. Glass bottles
  9. PET bottles

This was the moment that changed everything for Kamikatsu, a significant cultural and logistical shift that laid the foundation for years to come. "It was tough because it changed their day-to-day duties," admits Akira Sakano, founder and director of Zero Waste Japan, "but people got used to it."


Recycling, Japan, zero-waste, trash, environmentHow to recycle boxes and other cardboard goods. KAMIKATSU ZERO WASTE CENTER

Today, Kamikatsu continues its goal to become fully zero-waste. The town closed down their incinerators, removed all garbage trucks, and now boasts a radical 45 categories for recycling.

But do you really need a 45-category system to cut back on waste? Of course not. Here are five practices anyone can adopt at home:

  1. Compost your food waste. According to Kamikatsu’s garbage guide (which was helpfully translated by Core77), “Compost food scraps [is] the only resource you can recycle yourself.” By using compost bins, electric composters, and bamboo composters, residents are able to transform food scraps into valuable fertilizer.
  2. Embrace second-hand. The town has a “Kuru-kuru” shop, which translates to “come and go,” and offers free second-hand items to anyone who wants them. Each product is weighed and tracked, to account for exactly how much waste is avoided. To do this locally, try joining your neighborhood’s Buy Nothing group, or donate to a Tiny Free Library.
  3. Get creative with upcycling. Local artisans in Kamikatsu transform old clothes, like kimonos, and koinobori (fish-shaped streamers) into bags, jackets, and toys. So, ask yourself: Do I really need to throw away that jar, or could it become a treasured container? Old t-shirts could become lovely, braided rugs. Egg cartons make wonderful painted art projects or storage bins.
  4. Reuse your own containers. Places like The Refill Shoppe, Common Good, and Clean Cult offer green alternatives to single-use cleaning solutions and soaps. Their wide variety of refillable products also use less packaging and contain non-toxic ingredients.
  5. Question consumption. The Kamikatsu Zero Waste Center is shaped in a giant question mark, urging people to ask why they must spend money on something. Their website reads: “Why do you buy it? Why do you throw it away?” It’s a reset, an invitation to rethink your relationship with constant consumption.

As we face mounting environmental challenges, Kamikatsu offers a powerful reminder: with community commitment and creative thinking, we can transform our relationship with waste. Are you ready to try?

Recycling, Japan, zero-waste, trash, environmentGive radical recycling a try. KAMIKATSU ZERO WASTE CENTER

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