Branded Love

Thirty years ago, most couples could probably name at least two brands associated with fine jewelry:De Beers, who supplied diamonds to the world and made famous its slogan "A Diamond is Forever," and Tiffany, whose simple, four-prong setting became the standard bearer for classic diamond solitaire engagement rings.Those two brands, along with three others-ArtCarved, Keepsake, and Orange Blossom-pretty well defined the bridal jewelry market of the 1970s and early 1980s. But considering that De Beers doesn't sell finished jewelry, and that 30 years ago Tiffany did not have a presence in most major upscale shopping malls the way it does today, couples who wanted a nationally branded engagement or wedding ring usually chose one of the other three.Branding of jewelry in general was not very common at the time. Other than Tiffany, some people may have been familiar with names like Cartier or H

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