Post-war 1950's was a time of great economic growth that lead to a rise in the upper middle class. Jewelry from the 1950's reflected this new prosperity by featuring an abundance of gemstones set in flashy, dramatic designs, with a focus once again on diamonds, diamonds, and more diamonds. In 1948, DeBeers unvelied their still famous ad slogan "Diamonds Are Forever", prompting an increased demand for using diamonds in all types of jewelry.