The popularity of the diamond ring as an engagement ring for a much wider audience can be traced directly to the marketing campaigns of De Beers, starting in 1938. Such a campaign had become necessary to sell the large quantity of diamonds suddenly available because of the large diamond finds particularly in South Africa. In the early 20th century, a chairman of De Beers optimistically predicted that the diamond trade would prosper "so long as men are foolish and women are vain.