{"product_id":"art-deco-diamond-solitaire-ring-7","title":"Art Deco Diamond Solitaire Ring","description":"\u003cp\u003eA beautiful, impeccably proportioned antique solitaire engagement ring made during the Art Deco era, circa 1920, and characterised by a thick bezel around the stone. The diamond is an old European cut, likely predating the ring by a good 50 years, it's olde worlde charm subtly contrasting with the ring's precise geometry and thoroughly modern (for its day) platinum millegrain. \u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eAt the time this ring was made the popularity of the diamond solitaire engagement ring was on the wane, particularly amongst younger couples. The discovery of diamond deposits in South Africa in 1866 made diamonds accessible, for the first time, to those of lesser means (than the aristocracy and nobility), but by the end of WW1 they began to fall out of fashion, then even more so during the Great Depression. By the end of the 1930s it's estimated that only 10% of American engagement rings contained a diamond. So what happened? How was the style, near ubiquitous throughout the latter half of the 20th century, ultimately revived? One word: DeBeers. They launched a marketing campaign in 1939 - possibly one of the most successful in advertising history - based around educating the public on the \u003c\/span\u003e\u003cem\u003e4\u003c\/em\u003e\u003cspan\u003e Cs, and later incorporating the phrase \"a diamond is forever\". It was a tricky balancing act... on the one hand they had to convince the public that every married woman should have a diamond on her finger, while on the other they had to maintain that diamonds were exceptionally rare and covetable. The sales of diamonds in the United States rose from $23 million to $2.1 billion between 1939 and 1979.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eEra: Art Deco, circa 1920\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eStone: Old European Cut Diamond - 0.66ct (calculated weight), F\/G colour, SI1 clarity approx.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eRing size: O or 7.25 US. Resize for £55\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eHead: 6.5mm by 7.0mm\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eMarks: Stamped 18ct and PLAT\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eCondition: Great antique condition\u003c\/span\u003e\u003c\/p\u003e","brand":"Lost Heirloom","offers":[{"title":"No \/ No","offer_id":50789396283704,"sku":"PA207","price":865.0,"currency_code":"GBP","in_stock":false},{"title":"No \/ Yes","offer_id":50789396316472,"sku":"PA207i","price":915.0,"currency_code":"GBP","in_stock":false},{"title":"Yes \/ No","offer_id":50789396349240,"sku":"PA207r","price":920.0,"currency_code":"GBP","in_stock":false},{"title":"Yes \/ Yes","offer_id":50789396382008,"sku":"PA207ir","price":970.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/7387\/2952\/files\/Website-3620.jpg?v=1752841265","url":"https:\/\/lostowl.com\/products\/art-deco-diamond-solitaire-ring-7","provider":"Lost Owl Jewelry","version":"1.0","type":"link"}