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 societys elite, as luxury houses, fearful of 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.