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. The trends of 1950's jewelry was similar to that of the 1940's, but they were often executed differently. Designs were now more light and textural, as opposed to the solid, high polished look of Retro jewelry. Engraved finishes and braided rope accents were popular design elements. Platinum once again became the metal of choice used for diamond jewelry, which still remains popular today.