In the 1930s, De Beers redefined the role of diamonds in society, celebrating them as masterpieces of nature and craftsmanship. Before this, diamond jewelry pieces were treasures exchanged discreetly amongst society´s elite, as luxury houses, fearfulof diminishing their mystique, fostered only private relationships with their clients. De Beers revealed the wonder of diamonds to a wider audience, shifting the perception of them from luxury item to a gift integral to romantic milestones and aspirational, glamorous lives, as well as a way of marking personal achievement.