How diamonds became the symbol of love

Summary

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Forever Ago – "How diamonds became the symbol of love"

Podcast: Forever Ago (Brains On Universe)
Host: Joy Dolo
Co-host: Dia (from California)
Release Date: March 25, 2026

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Episode Overview

In this lively, family-friendly episode, host Joy Dolo and co-host Dia explore the fascinating and surprising history of how diamonds became the ultimate symbol of romantic love, especially in the context of engagement and wedding rings. The episode takes listeners on a journey from ancient traditions and the realities of diamond mining to the marketing genius that forever linked diamonds with romance. Along the way, the hosts interrogate cultural traditions, challenge assumptions, and play a fun history game ("First Things First").

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Key Discussion Points & Insights

1. Re-examining Ways to Express Love

• Opening Banter (00:08): Joy humorously considers alternatives to diamond rings, referencing the "12 Days of Christmas" and joking about gifting birds instead of diamonds.
• Dia's Take (01:54): "I think that the best way to show someone that you love them is through handmade gifts...you care and that you put effort into their gift."
• Memorable Gift Story (02:07): Dia shares a story about receiving a handmade joke book from her mother—a touching example of meaningful, non-material expressions of love.

2. The Problems with Diamonds

• Practical & Ethical Concerns (03:28–03:57):
  • Diamonds are very expensive.
  • Many are mined in dangerous conditions with unfair labor practices.
  • Environmental harm from mining.
  • Rise in people choosing alternatives due to these issues.

3. How Diamonds First Became Linked to Love and Marriage

• Early History (04:07–04:27):
  • The first recorded diamond engagement ring: Archduke of Austria, 1477.
  • This started a trend among Europe's wealthy, but the average person still married without diamonds.

4. The De Beers Discovery & Diamond Boom

• South Africa’s Role (04:34–06:05):
  • 1800s: Major diamond discovery by the De Beers brothers in South Africa.
  • Their farm becomes one of the world’s most important diamond mines.
• Economic Implications (09:16–09:56):
  • Diamonds become much more common, threatening their rarity and value.

5. Market Manipulation: Creating (and Selling) Rarity

• The Cartel Solution (10:31):
  • Diamond miners (notably the De Beers company) band together to control supply and keep prices high.
• Manufacturing Demand (10:36–11:04):
  • Issue: Diamonds are still viewed as luxuries for the rich.
  • Solution: Aggressive efforts to create broader demand.

6. The Marketing Genius: Making Diamonds Romantic

• Mass Advertising (11:04–12:10):
  • 1930s–1940s: De Beers hires an ad agency to link diamonds to love.
  • Product placement: Diamonds in movies, on celebrities, and in the media.
  • School and community lectures delivered by the charismatic Gladys Babson Hannaford, who became known as "the diamond lady."
    • Memorable Quote (12:45): "The enduring quality of a diamond is associated with an enduring love."
• The Power of Slogans (16:42–18:18):
  • Frances Garrity (an advertising writer, one of few women in her field at the time) creates the famous phrase:
    • Quote (17:49): "A diamond is forever."
    • Colleagues initially dismiss the phrasing, but it becomes “the slogan of the century.”
  • Slogan's Impact:
    • Cemented the association between diamonds and everlasting love.
    • Led to a boom in diamond sales, especially engagement rings.

7. Game Segment: "First Things First" (06:08, 20:27–23:39)

• Joy and Dia try to put "writing a poem," "sending a Valentine’s Day card," and "candy hearts" in chronological order.
• Correct Order & Historical Details:
  • Oldest: Love poems (~2000 BCE; Ancient Mesopotamia)
  • Next: Valentine’s cards (1415; Charles, Duke of Orleans, wrote a card from prison)
  • Most recent: Candy hearts (1866; New England Confectionery Company)
  • Dia’s reaction (21:08): "Wow… That’s really cool."

8. Reflection & Light-hearted Moments

• Dia on School Lectures about Diamonds (13:17): "I would honestly be so confused. Like, am I in the wrong room? Is this supposed to be for the teachers?"
• Joy’s Alternative Romantic Symbols (19:06–19:32): Joking about pickles as a better symbol for love because "they last so long in the fridge and are great for your gut... Pickles, the snack of true romance."
• Candy Hearts and Valentine's Day Deals (22:39–22:45): Joy prefers the day after Valentine’s Day, "when you can get all the chocolate and the candy hearts for, like, super cheap."

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Notable Quotes & Timestamps

• On Alternatives to Diamonds:
  Joy: "I'm trying to find a better way to tell someone I love them... It’s customary to give your beloved a diamond ring. But I think we need some other options. Not everyone likes diamonds." (01:05)

• Practical Concerns:
  Dia: "New diamonds are often expensive. Not everyone has several thousand dollars to spare." (03:37)

• On Diamond Discovery:
  Joy: "The brothers' last name was De Beers...which makes sense because they were standing on what would become one of the most important diamond mines in all the world." (05:29)

• Marketing Tactics:
  Ad campaign example: "The enduring quality of a diamond is associated with an enduring love." (12:45, attributed to ‘the diamond lady’ Gladys Babson Hannaford)

• Frances Garrity & the Famous Slogan:
  Narration: "A diamond is forever." (17:49)
  Joy: "They didn’t realize Frances had captured lightning in a bottle." (18:12)

• On Receiving a School Lecture about Diamonds:
  Dia: "I would honestly be so confused. Like, am I in the wrong room? Is this supposed to be for the teachers?" (13:17)

• Summary of Change:
  Joy: "Diamonds were once very rare and very valuable. But after miners in South Africa discovered a big trove of these stones, they were much more common. So all the diamond mine owners teamed up to control prices and convince people to show affection with their stones." (19:32–19:57)

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Key Timestamps for Important Segments

• 00:08–01:24: Opening banter, setting up the diamond tradition question
• 01:54–02:27: Dia’s thoughts and story about meaningful love gifts
• 03:28–03:57: Problems with diamonds (cost, ethics, environment)
• 04:07–04:27: Origins of diamond engagement rings (1477)
• 05:24–06:05: De Beers diamond discovery
• 06:08–07:32 & 20:27–23:39: "First Things First" history game
• 09:16–09:56: Diamonds become common; risk to their value
• 10:31–11:49: Formation of De Beers cartel and start of the marketing campaign
• 11:49–13:08: Gladys Babson Hannaford, the "diamond lady"
• 16:42–18:18: Frances Garrity & creation of "A diamond is forever"
• 19:06–19:32: Joy’s pitch for pickles as a symbol of love
• 21:08–22:45: Dia and Joy react to the "First Things First" answers

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Episode Takeaways

• Diamonds became the symbol of love through deliberate marketing—not because of ancient tradition.
  • The story involves market manipulation, inventive advertising, and cultural engineering—mostly in the 20th century.
• Earlier traditions (poems, Valentine’s cards) have much deeper history than the diamond ring custom.
• Listeners are encouraged to think critically about why we use certain symbols and how traditions evolve—sometimes for reasons more commercial than romantic.

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Tone & Style

• Playful & Accessible: Joy and Dia use jokes, personal anecdotes, and fun analogies ("Steam horses aren't a thing. It's not a thing.") to make history approachable.
• Critical Thinking: The show invites listeners to question received wisdom and consider ethical dimensions.
• Inviting to All Ages: The dialogue and explanations are suited to curious listeners of any age, making the episode engaging for families.
• Engagement: Frequent invitations for listener input and a mini history game promote active engagement with the past and the present.

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Summary by Forever Ago Podcast Summarizer.

Transcript

[A]

Brains on, universe.

[B]

Let's see. I've got the French hens. And there's the half dozen geese. Oi, turtle doves. Get off that pear tree. That's for the partridge. Speaking of which, where is the partridge?

[A]

Hey, Joy. Whoa. It smells like a chicken chicken coop in here.

[B]

Makes sense because French hens are chickens. I also have some calling birds. Oh, I think one just pooped on your shoulder. Ew.

[A]

Why?

[B]

Probably because I didn't set up the birdie potty yet. Also, they're birds.

[A]

No. Why do you have all these birds?

[B]

Oh, they're my new way to express my love.

[A]

Using birds.

[B]

Well, birds are just the start. Eventually I need 8 maids of milking, 9 ladies dancing, 10 lords a leaping, and so on and so on and so on.

[A]

Wait, is this from that song, 12 Days of Christmas?

[B]

Exactly. You see, I'm trying to find a better way to tell someone I love them. It's customary to give your beloved a diamond ring. But I think we need some other options. Not everyone likes diamonds.

[A]

Oh, cool. I'd love to help, but first, I think there's something in your hair.

[B]

What? Oh, hey, that's where the partridge was. No, you may not build a nest in my hair. I got you a whole pear tree for that, my dude. Welcome to Forever Ago, the show where we explore the before. Today we're talking about diamonds and I'm your host, Joy Dolo, and my co host, our pilot today is Dia from California.

[A]

Hi there, Dia.

[B]

What do you think is the best way to show someone you love them?

[A]

So I think that the best way to show someone that you love them is through handmade gifts. Because it really shows that you care and that you put effort into their gift.

[B]

Oh, yeah. Is there one that you received that was handmade or one that you made that was handmade?

[A]

I think so. In fifth grade when we all went off to science camp, there was a day where you could get mail from your parents. And I remember that my mom, she made me like a little joke book and it had some like camp related jokes. I thought that was really sweet of her.

[B]

Oh, that is really sweet. Like making a joke book. Making a book in general is a great idea, but making a joke book like your mom knows what's up. That's pretty awesome. Well, today we're gonna learn about how diamonds became the go to jewel for wedding rings. And saying I love you. But first, what if we showed people we love them with fleas? No, hear me out. It says, I always want to be as close to you as possible. I need you to live. And you wouldn't actually put fleas on the person. You'd give them pet fleas in a decorative glass box like this one. Oh, wait, where are the fleas?

[A]

I see what you're saying, but I think most people wouldn't be able to get past the ick factor of it being fleas.

[B]

Ah, yeah, you're right. Scratch that idea. And my arms. Is it itchy in here or is it just me?

[A]

But I do like the idea of finding an alternative to diamonds, even though I love looking at them.

[B]

Oh, totally. Diamonds are super pretty. I love a sparkle as much as the next podcast host. But diamonds can be problematic.

[A]

For starters, new diamonds are often expensive. Not everyone has several thousand dollars to spare.

[B]

Yeah, and also, many diamonds come from mines. That means people have to dig up the earth to find them. The people who do the digging are often working in dangerous conditions and treated very unfairly. And those mines can be pretty bad for the environment.

[A]

That's one reason a lot of people have stopped buying diamonds from mines.

[B]

But let's talk about how diamonds became the symbol of love and marriage in the first place.

[A]

Humans have been giving each other diamonds for centuries.

[B]

The oldest known record of someone giving their love a diamond ring dates back to the year 1477. An Archduke from Austria had a diamond ring made for the woman he planned to marry.

[A]

This kicked off a trend where rich and powerful people in Europe started giving each other diamond rings.

[B]

But still, most people back then got married without diamonds because diamonds were expensive and rare.

[A]

But that changed after a lot of new diamonds were found in South Africa.

[B]

For that part of the story, we need to Visit the late 1800s. TWAS the time before cars and airplanes. People got around the US And Europe on big steam trains, and they crossed the ocean on big steam ships. Or they rode on big steam horses. Wait, I mean regular horses. Steam horses aren't a thing. It's not a thing.

[A]

A lot of really important inventions showed up around this time, like the light bulb and the telephone. But it would take a while before those things were common in homes.

[B]

And over in South Africa, two brothers of European descent were about to strike it big.

[A]

They owned a farm, which turned out to be quite special.

[B]

This potato looks way too hard. Brother, our farm stinks. I agree, brother. Ugh. This whole field is full of these. Hold up. Uh, I think we should quit farming. Quit? But we need to eat. Yeah, but brother, these aren't potatoes. They're diamonds. The brothers last name was De Beers, which is now a Name lots of people associate with diamonds. Which makes sense because they were standing on what would become one of the most important diamond mines in all the world.

[A]

But all these diamonds would lead to a new problem.

[B]

We'll tell you about that in a bit. But right now, how about we hit pause and do a round of first things first. This is the game where we take three things from history and try to put them in order of which came first, second, and most recent in time. Today, in honor of showing someone you care, we have three traditional ways to say I love you. Writing a poem. Candy hearts. You know, those little pastel heart shaped candies that say cute things on them. And lastly, sending a Valentine's Day card. So, dia, which do you think came first in history, which came second and which came most recently?

[A]

I think the one that came first in history was sunning Valentine's because I. I'm not sure about this, but I think that it came from Greeks. I'm not completely sure, but I think it came from Greeks. So it might have been like a very old tradition. I think second in history came writing a poem. And then finally I think it was candy hearts.

[B]

Candy hearts. That probably is the most recent because candy seems like it would be like a newer kind of, you know, because they're like pastel and colors and printing and things. That's a really good guess. So we have Valentine's first and then poems and then candy as last, right?

[A]

Yes.

[B]

Should I lock it in?

[A]

Okay, yeah.

[B]

We'll hear the answers at the end of the episode right after the credits.

[A]

So stick around.

[B]

Hey, we're doing an episode soon all about slang words. You know, like saying something is fire for really good or sus. If someone is being sneaky. The cool thing about slang is you can just make them up yourself. That's how they happen. So if you were to make up a slang word, what would it be? Make it serious or silly, whatever. Then send it to [e-mail] contact bonus points if you use it in a sentence. Can't wait to hear what you dream up. At Great Wolf Lodge, there's adventure for the whole family. You and your pack can splash away in the indoor water park where it's always 84 degree. There's a massive wave pool, a lazy river and tons of water slides for your pack to enjoy together. And the fun doesn't stop there. Get ready to explore and play at adventure packed attractions from Magi Quest, a live action game that takes place throughout the lodge to the Northern Lights Arcade. There's Also, a bunch of great dining options and complimentary daily events like nightly dance parties, all under one roof. And the best part, with 22 lodges across the country, you're always only a short drive away from adventure. So bring your pack together at a lodge near you. Book your stay [e-mail] and strengthen the pack. Welcome back to Forever Ago. I'm Joy.

[A]

And I'm Dia.

[B]

And we're talking about diamonds and how

[A]

they became a symbol of love.

[B]

When we left off, the De Beers brothers discovered a massive collection of diamonds on their farm in South Africa. They eventually sold the farm, and it was combined with another stretch of land that was also full of these precious stones.

[A]

The company that owned it all was named after the brothers De Beers.

[B]

The brothers were no longer running things, and the executives at this new De Beers company realized they had a problem on their hands. We have so many diamonds, we'll be rich forever. I am afraid that's not how it works. What? What do you mean? Diamonds are worth a fortune because they're so rare?

[A]

Yes.

[B]

And how many do we have now? Tons and tons. Which makes them not so rare. Exactly. No one is gonna pay big money for our diamonds if they aren't rare anymore. Ew. Ew. Ugh. So these diamond dealers hatched a plan. All the diamond miners would join forces so they could control the sale of pretty much all the diamonds in the.

[A]

They figured if they had no competition, they could charge whatever they wanted.

[B]

But this was only part of the problem. If you have a lot of diamonds, you need a lot of customers. But diamonds were seen as jewels for the rich and powerful, and that's a small group.

[A]

So the owners of the De Beers diamond company got crafty.

[B]

In the late 1930s, the De Beers group hired an advertising agency to convince people in the United States that diamonds are something. Something everyone needs.

[A]

And they did that by making the diamond a symbol of love.

[B]

Of course, they ran ads in magazines and newspapers, but they also started putting diamonds in romantic movies. My dear, how can I show you my love is true?

[A]

Respect me, support my dreams. Encourage me to grow and develop as an independent person.

[B]

How about this very large diamond ring? They also got celebrities to wear diamonds at flashy events.

[A]

They got fashion experts to talk about how diamonds were super on trend.

[B]

Then, to give the idea a personal touch, they hired a charming middle aged woman named Joy. Just kidding. Her name was Gladys Babson Hannaford.

[A]

Gladys never studied gems in school. She didn't know much about mining, but

[B]

she had experience acting in theater. And she had that certain something that made her click with audience. She could give a great lecture.

[A]

So the De Beers helped her prepare a talk all about how diamonds are mined and cut into sparkly shapes.

[B]

Then she hit the road. To talk about diamonds,

[A]

Gladys traveled all over the US in her car she affectionately called baby.

[B]

All right, baby, we have a job to do. We gotta tell the people why diamonds are so swell. You said it. Let's skedaddle. She gave hundreds of lectures at community centers, colleges, even high schools.

[A]

She'd be dressed in super fashionable outfits and of course, decked out in diamonds.

[B]

Gladys would talk to crowds full of young men and women who were just about to be old enough to marry. And she'd slip in not so subtle messages about diamonds being the peak of romance. The enduring quality of a diamond is associated with an enduring love.

[A]

She became known as the diamond lady.

[B]

That is just wild. Imagine attending a school assembly and it's all about getting married and buying expensive jewelry. You know, how would you feel about that, Dia?

[A]

I would honestly be so confused. Like, am I in the wrong room? Is this supposed to be for the teachers?

[B]

I'm here to learn. Oh, oh, oh. Say, how about showing you love someone through lectures? Hear me out. Imagine a slideshow of all the things you adore about your beloved. Maybe some charts and graphs of romance over time.

[A]

Honestly, that sounds very cute.

[B]

I know, but kind of hard to wrap. I'll keep thinking we've got more diamond history coming up. Be right back. I love getting mail, don't you? When you get mail, it feels like a mini birthday present. So send me mail. You can ask me for life advice, Tell me a cool fact you learned about the past, share a joke with me, or send an idea for our show. Like this one.

[A]

My name's Madeline and I'm from Ottawa, Ontario. Kent. And I want to know what is the history of iPhones?

[B]

Madeline, great question. What is the history of the iPhone and other smartphones? Well, believe it or not, your girl Joy is old enough to have lived through this history. When I was a youngin, we had exactly zero smartphones. I guess we had dumb phones. They were dumb. You only made calls with them and you left them in your house, not in your pocket. But in 2007, a company called Apple announced a phone that was like a mini pocket computer. They called it the iPhone. And it helped kick off the era of smartphones. Phones that could connect to the Internet and had apps on it. This also kicked off the era of people staring at phones everywhere they went, which led to a whole host of other changes in the world, so it's a great historical moment to talk about. If you have a history question or want my thoughts on something, send me mail at Forever Ago contact care of Joy Dolo, of course. Thanks Friends. Forever Go is a totally independent podcast. If you want our show without ads, join Smarty Pass. You'll get access to ad free versions of US Brains on smashboom Best and more. Plus you can get a custom message from me. Sign [e-mail] Thanks.

[A]

I'm Dia. And I'm Joy and we're learning about

[B]

the history of diamonds and related to that. If you like history and gems, check out the new podcast History Snacks. It's from the peeps at Greeking Out.

[A]

They have a whole episode about the legends of cursed gems, plus lots more fun history in their feed.

[B]

Find them wherever you get your podcast and tell them we say hi. Okey dokey. When we left off, the De Beers company had put diamonds everywhere.

[A]

In advertisements, in movies. They even had a woman give lectures about diamonds at schools.

[B]

But they really struck gold with a slogan. A slogan is a catchy line that helps sell a product like Nike's Just do it or McDonald's ba da ba ba ba I'm lovin it for diamonds. That slogan was A diamond is Forever. The slogan for diamonds dates back to the 1940s. It was the brainchild of a writer named Frances Garrity.

[A]

She was unusual because she was one of the only women working in advertising at the time, and she worked hard.

[B]

Back then, women weren't offered many jobs outside of a few professions like teaching. But since this company was trying to convince women, they decided to actually have women work on the ad.

[A]

Smart move.

[B]

For real. So Frances had been working all night on an ad campaign for diamonds. It was late and she was exhausted. She just wanted to collapse in her bed when she realized she hadn't thought of a tag for the ad. Dear God, send me a line.

[A]

She wrote something down right before falling asleep.

[B]

When she woke up, she thought what she'd written was just okay. A diamond is forever.

[A]

Huh.

[B]

I guess it'll have to do. When she showed it to her co workers, they didn't think much of it. In fact, some of the men tried to pick apart her grammar. Shouldn't it be A diamond lasts forever? Can a diamond be forever? It makes no sense.

[A]

They didn't realize Francis had captured lightning in a bottle.

[B]

Yeah, that slogan perfectly sums up the idea that a diamond equals everlasting love. It would help sell countless rings the diamond engagement ring. How else could 2 months salary last forever? A diamond is forever. De Beers. That's from a commercial made in the 1990s, almost 50 years after Francis came up with that slogan.

[A]

One magazine even crowned it the slogan of the century.

[B]

Even if it's sort of untrue. Diamonds can shatter or chip or get discolored. Still, all of these efforts worked. Diamond purchases in the US Boomed over the next several decades, and the De Beers company is still around and still specializing in diamonds.

[A]

And that's how diamonds became the stone for lovers.

[B]

You know what else is great for lovers? Pickles.

[A]

What?

[B]

Yeah. So say I love you with a treat you can eat. Right? They last so long in the fridge and are great for your gut. Microbes like love. They make you feel full and happy. Pickles, the snack of true romance. Here, have one.

[A]

That really does taste like love to me.

[B]

Oh, thanks. I think this might be the one. Diamonds were once very rare and very valuable.

[A]

But after miners in South Africa discovered a big trove of these stones, they were much more common.

[B]

So all the diamond mine owners teamed up to control prices and convince people to show affection with their stones.

[A]

Thanks to some pioneering women, the idea that diamonds are for lovers caught on.

[B]

But nothing says I love you like a crunchy pickle. This episode was written by Sandon Totten. It was produced by Nico Gonzalez Whistler and edited by Sandon Tottenham. Fact checking by Nico Gonzalez Whistler. We had sound design by Rachel Brees. Original theme music by Mark Sanchez.

[A]

If you want access to ad free episodes and special bonus content, subscribe to our smarty pass.

[B]

Okay, Dia, it's about that time. Are you ready to hear the answers for First Things First?

[A]

Yep.

[B]

Okay, so just a reminder, we did Valentine's first poem. Writing a poem second and Candy as the last one. Okay.

[A]

Yeah.

[B]

Oh, this is intense. What is the answers? Nobody knows. Oh, okay. You did. You did. Okay, Dia. You did. Okay, so first up. Actually, the oldest thing is love poems. So that is from 2000 BCE the oldest known love poem dates back to around 4000 years ago.

[A]

Wow.

[B]

So it was composed in ancient Mesopotamia, which today is in Western Asia. And the poem is called the Love Song of Shusen. It was both a poem and part of a ritual. Oh, my gosh. Have you ever heard of that?

[A]

Not yet. I haven't heard of that.

[B]

It was found written on a clay tablet. And it's likely there were other love poems before this one, but as of now, this is the oldest one we know about. I feel like more people should Know this one?

[A]

That's really cool.

[B]

Yeah. And so second was actually the Valentine's card. So you got candy hearts. Right? So you did. Good. The oldest known Valentine's letter was written in 1415 by a guy in prison. Wow. That's crazy. That's crazy. You're right. The guy was Charles, Duke of Orleans, who was imprisoned in London Tower after being captured in a battle. He wrote to his wife, which is a romantic story worthy of its own movie.

[A]

Yeah.

[B]

And then last, but certainly not least, is the candy heart, which you were absolutely right about. Candy hearts are from the year 1866 and were first made by the New England Confectionary Company of neca. They were originally made shaped like a seashell, and they were larger than they are today. And they had longer sayings like, married and white. You have chosen right. Or Married in pink. He'll take to drink. What? These days, more than 8 billion of these chalky little hearts are sold in the weeks leading up to Valentine's Day. Do you like those little candy hearts, Dia?

[A]

Yeah, I love candy hurts. On Valentine's Day at school, each one of us got a box of. So fun.

[B]

Oh, nice. Yeah, you know, I. I like Valentine's Day, but I like the day after Valentine's Day more because then you can get all the chocolate and the candy hearts for, like, super cheap. This is like Valentine's Day. February 15th is for lovers. So which one of these was, like, the most interesting for you?

[A]

I honestly thought that probably the Valentine's. Like, the backstory behind it is kind of crazy. Like the fact that it was written in a. By a prisoner in a tower in London. Yeah, it's a very. It's. It's a really great story. I think it should be like a movie or something.

[B]

Yeah, it could be a movie or like a forever ago episode. And we can have really cool sound effects and. Yeah, we can have Hermey play the Duke of Orleans, the elephant. Hermi, get out of jail. Cool. You did a great job. Join us next week for a new episode about the history, history of Candyland.

[A]

Thanks for listening.