Diamonds are a symbol of eternal love. Then publish news stories and photos in newspapers and magazines to strengthen the connection between diamonds and romantic love. News stories focus on describing the size of diamonds that celebrities give their lovers (in fact, they still do, for example, Tony Leung Chiu Wai gave them an extra-large carat diamond ring when they got married), while photos focus on close-ups of shiny diamond rings on famous women's hands. Fashion designers said in an interview that diamonds are a popular trend. The British royal family is also taken into account. Since Britain has so many interests in the diamond industry, members of the royal family should wear more diamonds than other jewels to support the diamond industry. Later, the Queen also visited South Africa with great fanfare, visited several diamond mines and accepted diamonds as gifts.
Almost all Soviet diamonds were less than half a carat in the original state, and there was no retail channel for such huge broken diamonds at that time. After reaching a secret agreement with the Soviet Union, De Beers asked the Soviet Union to gradually reduce the output of Siberian mines. However, regardless of Soviet talents, the output increased at an incredible speed, and De Beers was forced to reconsider its sales strategy. De Beers asked Eier to revise a previous advertising theme: Women no longer use the diamond size of an engagement diamond ring to represent the strength of the other party's commitment. The sales strategy of broken diamonds was released, focusing on "quality, color and cutting technology are more important than size". A 0.25-carat photo replaced a 2-carat diamond ring. Then the advertising company started new international advertising.