Monogamy as a Marketing Campaign

I’m just not sure where I stand on this. Hearts on Fire which according to their press is the pre-eminent consumer brand in the luxury jewelry diamond business is using monogamy to help brand their product. I kind of had it in my head that was already associated with wedding rings, didn’t you?

Their new campaign “Monogamy^100” is being released for print, radio and TV. You can view the ads on their new website. Here is just one little blurb I pulled out of it.

“As The World’s Most Perfectly Cut Diamond®, a Hearts On Fire diamond is an enduring declaration of your commitment to a relationship that is deep, rich and meaningful. One that goes beyond conventional definitions. One that exceeds conventional expectations of love and monogamy. And one that deserves a diamond beyond conventional beauty.”

This quote makes me wonder if they are trying to convince me that if I get a better diamond I will get a better grade of monogamy. HUH?

I’m thinking emerald or sapphire at this point.