<P> Eternity rings featuring paste gems, white topaz or a mix of stones appeared in the 18th century . </P> <P> The concept of the diamond eternity ring was created in the 1960s by diamond merchant De Beers . American investigative journalist Edward Jay Epstein stated that at the time the company had a secret agreement with the Soviet Union which, in return for the creation of a "single channel" controlling the world's supply of diamonds,' required' the purchase of 90 - 95% of the uncut gem diamonds produced by Russia . The prevailing fashion at the time, particularly for engagement rings, was for them to be set with a single, large diamond . The Soviet gems, however, were small, often less than 0.25 Carats . To avoid stockpiling, De Beers embarked on a campaign of promotion of jewelry containing a number of small diamonds culminating in the eternity ring, which was aimed at older, married women . One campaign slogan, aimed at husbands, was "She married you for richer or poorer . Let her know how it's going ." The idea proved popular with the public, and sales continue to be significant . </P>

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