Which traditional cultural practice was revitalized and commercialized by De Beers' famous 1938 advertising campaign that transformed diamond rings into must-have engagement symbols?

Cultural traditions have always influenced retail strategies around the world. Companies that successfully incorporate cultural elements into their brand positioning often create powerful emotional connections with consumers. This trivia question explores a famous case of cultural tradition being leveraged in retail advertising that transformed a struggling product into a cultural icon.

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The Japanese 'yuino' engagement gift exchange
The American tradition of 'diamond engagement rings' (which barely existed before their campaign)
The Indian practice of 'haldi' ceremonies
The Russian tradition of wedding crowns