Through a series of «projective» psychological issues, required «to draw away good respondent’s innermost attitude on diamonds,» the analysis tried to view further the brand new semi-passive character starred from the ladies in getting expensive diamonds. «Boy performs the brand new prominent, productive part about current processes. Female’s role is far more slight, much more oblique, more enigmatic. » This lady seemed to trust there can be anything incorrect about acquiring a great diamond gift. People talked in interviews about high expensive diamonds given that «fancy, gaudy, overdone» and you will or even inappropriate. Yet the studies learned that «Tucked on the negative attitudes . lays what is perhaps the prionds try a traditional and you can conspicuous rule away from completion, condition and you will achievement.» They listed, eg, «A female can certainly believe that expensive diamonds is ‘vulgar’ nonetheless be extremely contemplating getting diamonds.» The new part of surprise, in the event it is feigned, performs the same role out-of flexible disagreement into the accepting good diamond current since it really does inside prime intimate seductions: it permits the lady so you’re able to pretend you to she’s maybe not actively took part in the option. She for this reason keeps one another this lady innocence-plus the diamond.
Regarding the final studies, a man is gone to live in part with income perhaps not by the really worth, aesthetics, otherwise traditions of expensive diamonds but from the presumption you to an excellent «current off love» manage promote his standing in the eyes from a female
For advertising diamonds on the late seventies, brand new ramifications associated with look was in fact obvious. So you’re able to create boys to acquire diamonds for females, advertising would be to focus on the emotional impression of your «surprise» current purchase. In addition, a female acknowledged the new current once the a concrete symbol out of this lady position and you will achievements.
Because of the 1979, Letter. W. Ayer got helped De Drinks build the transformation off expensive diamonds into the the usa to more $dos.step 1 million, in the wholesale peak, compared with only $23 mil during the 1939. In the forty years, the worth of its sales had improved nearly an excellent hundredfold. The fresh expenditure for the ads, and this began at 
a consistent level out-of just $2 hundred,100000 annually and you may gradually risen to $10 mil, appeared a super financial support.
Apart from those pair rocks which were missing, all diamond that was discovered and you may reduce with the a jewel nonetheless is available now that will be literally regarding public’s give. Specific hundred or so million girls wear diamonds, while countless anyone else keep them in the secure-deposit packets otherwise strongboxes while the family heirlooms. It is conservatively projected your personal retains over 500 billion carats away from gem expensive diamonds, which is more than fifty minutes just how many gem diamonds created by the fresh diamond cartel in any considering 12 months. Due to the fact amount of diamonds needed for involvement rings and other jewellery yearly is found because of the manufacturing throughout the planet’s mines, this half of-billion-carat source of diamonds need to be averted of ever being set in the industry. To your diamond development to thrive, anyone should be inhibited out of ever before separating along with its expensive diamonds.
Once a significant part of the social begins attempting to sell expensive diamonds from this index, the expense of expensive diamonds cannot be sustained
In development a strategy for De Drinks from inside the 1953, N. W. Ayer said: «Within our opinion dated diamonds have ‘safe hands’ as long as generally distribute and you may held because of the some body as adored property appreciated far above the market price.» In terms of De- Beers and you will Letter. W. Ayer had been concerned, «secure hand» belonged to people lady mentally trained to not sell its expensive diamonds. That it conditioning couldn’t be reached exclusively by placing adverts into the guides. This new diamond-holding societal, which includes people who inherit diamonds, had to remain believing that expensive diamonds employed their value. When it watched rates motion regarding diamond onds for taking benefit of changing costs, the retail sector manage become chaotic. It was thus essential that De- Drinks maintain no less than the fantasy off rates balance.