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In the 1960s, DeBeers, one of the leading diamond mining conglomerates, wanted to increase diamond sales. They decided to focus on women who were married, and therefore already had an engagement and wedding ring. Their solution was to create the Eternity ring, which could be given as anniversary gifts.
The design includes a simple band with gemstones, usually diamonds, set all around it to represent eternal love. To accomplish this look, a channel setting is often used. Diamonds are set into two groves that are cut into the ring, which allows for the diamonds to be pushed flush against each other with no metal showing in between, adding to the appeal of the eternity setting. Traditional prong settings are sometimes used in more elaborately designed Eternity rings.
Because of their simple and elegant design, Eternity rings are easy to combine with outfits and are often timeless, adding another dimension to their name.
Eternity rings often feature many smaller diamonds, allowing them to show off a lot of fire and scintillation yet also still remain relatively affordable
In half-eternity bands, only the top half of the ring is set with diamonds. Although they're less expensive, some might argue that this style does put the "eternal love" meaning into question
In the 1960s, DeBeers marketed the Eternity ring with the slogan, "She married you for richer or poorer. Let her know how it’s going"