Effectively, I already instructed you ways De Beers began the engagement ring craze and the way – by way of promoting no much less – they toyed with essentially the most fundamental economics rule (the scarcer the great the costlier – learn all of it right here). However in the present day, as I browsed by way of the numerous web sites I browse day by day – and sure, these embrace ladies’s magazines, I’ve no disgrace in that as a result of I must maintain abreast with all types of reports – a narrative stopped me lifeless in my tracks. Love and The Metropolis. I do know what you’re considering – the title shouldn’t be exceptionally artistic (a riff on Intercourse and The Metropolis) and the content material is in regards to the many various types a bride might put on – one thing most magazines (female and male) are doing these days, by that I imply editorial content material which get them percentages of gross sales the place redirected to web sites promoting the talked about items. See the story right here.
What actually spiked my consideration was that the story was “introduced by De Beers”… In order De Beers (and different main diamond-providing firms) face the specter of the numerous issues they face (GenZ not taken with conventional marriage ceremony rings, lab-grown diamonds and many others….) right here they’re. As I at all times inform my college students doing challenge or analysis “ma fik tfout min el beb fout min el chebek” (you’ll be able to’t undergo the door, undergo the window). Should you look intently on the completely different brides, every styled in a different way, to go well with completely different tastes and what not, the one factor in frequent is that their jewellery is offered solely by De Beers.
However blink and you will miss it. The journal solely specifies that the story is “introduced by De Beers” in a small typography, you may be misplaced in an eloquent textual content by Tara Gonzales, and you will be taking a look at what model this groom wore and which is the provider or the costume of that bride and many others…. Oh, and the rings, bangles, brooches, are by….
Which acquired me considering – why does not De Beers really collaborate with a type of very fashionable marriage ceremony costume designers (Anybody from Vera Wang – who makes a speciality of that phase – to the much-awaited Elie Saab iterations). I imply now that the door is open (or is it the window?) why not go full throttle and make a as soon as in a century collaboration for the ages?
