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The Majority Of De Beers' sales for diamond engagement rings came from the United States, but even there, consumers were buying cheaper smaller diamonds. In truth, subsequent research by NW Ayer would expose that "since the end of World War I, in 1919, the overall quantity of diamonds offered in America, measured in carats, had decreased by 50%; at the exact same time, the quality of the diamonds, determined in dollar value, had actually declined by almost 100%." At Moissanite By Design with NW Ayer president, Gerold M Lauck, the young Oppenheimer "recommended to Lauck that his firm prepare a prepare for producing a new image for diamonds among Americans." The strategy that the agency created focused on the concept of the diamond as a "present of love", emphasising the importance of size.

The company aimed to the initial on-screen influencers, film stars. Just like items that are often sent by companies in search of promotion to contemporary Instagram influencers, the motion picture stars were given diamonds to celebrate their love. Then stories of some big diamond some Hollywood stud provided to his precious upon their engagement would be offered to a choice of magazines and papers, with a concentrate on the size of the diamond.

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Then there was also the plan to rope in the royal family by getting the royal couple to use diamonds instead of any other jewels. "Queen Elizabeth later went on a well-publicised journey to a number of South African diamond mines, and she accepted a diamond from Oppenheimer," Epstein writes. On top of this early-influencer marketing, they also purchased ads in magazines, "including recreations of famous paintings by such artists as Picasso, Derain, Dali, and Dufy.

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By 1941, the company had the ability to report that US diamond sales had increased 55% considering that 1938. The company likewise later kept in mind that they had developed "a new kind of marketing which has been commonly imitated ever since. There was no direct sale to be made. There was no brand name to be impressed on the general public mind.