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THE POWER OF THE PURSE: HOW SMART BUSINESSES ARE ADAPTING TO THE WORLD'S MOST IMPORTANT CONSUMERS—WOMEN by Fara Warner

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Chapter 4. Diamonds and Dollars: How Two Industries Shattered the Myth of the White Knight

As women struggled to balance the traditions of the past with their new roles in society, two industries created advertising, products, and services that tackled the balancing act head-on with a mixture of humor and insight.

For more than a decade, the Diamond Trading Co.—the marketing arm of the DeBeers Group—used a single advertising campaign that linked diamonds with love and devotion to sell billions of dollars of the glittering jewels. By 2004, the ads had evolved into tiny, yet poignant, films that offered a romantic view of love and marriage.

For example, in an ad created for its three-stone anniversary rings that debuted in November 2004, a mid-30s ...

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