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One of the first occurrences of the diamond engagement (or wedding) ring can be traced back to the marriage of Maximilian I (then Archduke of Austria) to Mary of Burgundy in 1477.[30] Other early examples of betrothal jewels incorporating diamonds include the Bridal Crown of Blanche (ca. 1370–80)[30] and the Heftlein brooch of Vienna (ca. 1430–40),[30] a pictorial piece depicting a wedding couple.
The popularity of the diamond ring as an engagement ring for a much wider audience can be traced directly to the marketing campaigns of De Beers, starting in 1938.[31] Such a campaign had become necessary to sell the large quantity of diamonds suddenly available because of the large diamond finds particularly in South Africa.
