The Anatomy of A Forever Brand

New email subscribers receive articles first thing, with additional resources. In 1938, the son of the founder of a famous global organization that traded in raw materials met with a young man, a former schoolteacher. Harry Oppenheimer, the son of the founder of De Beers Consolidated Mines, Ltd. asked the young man, Francis Wayland Ayer, to come up with a way to change people’s perspective on diamonds and make Americans fall in love with engagement rings. Ayer had founded an agency with his father and a $250 investment in 1869. He persuaded Oppenheimer to underwrite the cost to research people’s…


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