The history of the diamond engagement ring

The idea to give a ring as a sign of engagement is not new. In Roman times, the man gave his beloved an iron –– later on, a golden engagement ring. After the Romans, this tradition did not continue until this custom picked up again in the 12th century. All marriages took place in a church, and men were required to give their future wife wives a ring.

Furthermore, the waiting time between the engagement and the actual marriage also originated from that period. Aristocrats gave luxurious engagement rings to their future wives as a way of counting down to the ‘big day’.

De Beers and the 20th-century rise of the diamond ring

De Beers' marketing in the mid-20th century changed how many people view diamond engagement rings, taking them from a luxury for a few to a widely recognised symbol of engagement. From the late 1930s and especially after World War II, the company ran a long advertising programme that reached a broad public. In 1947 they introduced the line "A Diamond Is Forever", which linked diamonds to lasting commitment.

To shift buying habits they combined print and broadcast adverts with close work alongside retail jewellers, encouraging consistent presentation and sales practices. Advertisements favoured emotional stories and presented diamonds as the desirable choice for engagements, while trade guidance helped jewellers advise customers in a similar way. Together these actions expanded the market for diamond engagement rings beyond elite circles.

Historical accounts and industry summaries note a clear rise in consumer demand and sales during the mid-20th century tied to these campaigns. The 1947 slogan is commonly mentioned as a milestone that helped diamonds become the dominant engagement option and that shaped expectations around spending on rings.

The influence of that era is still visible today: cultural norms about diamond engagement rings and many retail practices reflect the frameworks developed then. Tastes and market conditions have continued to change, but the association between diamonds and engagement that formed in the mid-20th century remains strong in many places.

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What's the fascinating evolution of diamond engagement rings through history?

The tradition of engagement rings dates back to ancient Rome, where men initially gave iron rings, later switching to gold. After falling out of practice, the custom resurged in the 12th century when church marriages became mandatory. Aristocrats used luxurious rings to count down to their wedding day.

While engagement rings were common, diamond rings were rare until the late 19th century, reserved only for the extremely wealthy. A notable exception was Archduke Maximilian of Austria's diamond ring to Mary of Burgundy in 1477. The discovery of South African diamond mines in the 1870s revolutionized the industry, making diamond engagement rings more accessible and popular.

Today, the tradition has evolved from a symbol of ownership to one of mutual commitment, with many couples sharing the cost and viewing it as an investment. Despite changing times, the diamond engagement ring remains an enduring symbol of romance and eternal love.

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While giving engagement rings has been a tradition for centuries, diamonds were only added quite recently. Diamonds are scarce and were only for the extremely rich back then. The diamond ring that Archduke Maximilian of Austria in 1477 gave to Mary of Burgundy was an early exception.

After this world-famous ring, diamond engagement rings did not become popular until the late 19th century. In the 1870s, miners discovered major 'veins' of diamonds in South Africa, which is when the commercialisation of diamonds was born. Diamond jewellery sales boomed, and so did the diamond engagement ring. Big, bigger, biggest! Men started proposing to their women with expensive and exquisite diamond engagement rings. Large diamonds to show the world that she belonged to him.

More and more couples now see a diamond engagement ring as a profitable investment and share the costs when purchasing it. The diamond ring, in whatever form, remains the symbol of romance. A man who goes on one knee and asks his beloved to marry her, while offering a large diamond... is the most beautiful thing there is, isn’t it? Diamonds are forever, and we hope your marriage is, too!

Everything starts with the right ring. BAUNAT has a beautiful collection of exquisite diamond engagement rings.

An Van Puyvelde
An Van Puyvelde - Order & Administration Manager
An supervises BAUNAT’s order processing and logistics, working closely with the internal order team to ensure a seamless customer experience. She plays a key role in coordinating production timelines and maintaining clear communication with clients throughout the entire process. With a strong focus on precision and reliability, An is dedicated to delivering each piece on time while keeping customers fully informed, contributing to BAUNAT’s high standard of service and customer satisfaction.

An supervises BAUNAT’s order processing and logistics, working closely with the internal order team to ensure a seamless customer experience. She plays a key role in coordinating production timelines and maintaining clear communication with clients throughout the entire process. With a strong focus on precision and reliability, An is dedicated to delivering each piece on time while keeping customers fully informed, contributing to BAUNAT’s high standard of service and customer satisfaction.