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 unveiled 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. As the retro era saw the birth of notable designers, these designers began to define themselves in the 1950s through the 1960's. Seemingly just before the mid century modern period we define the Hollywood glam era as the era of Harry Winston. A time in history where classic designs featuring large stones reigned supreme. The influence of Hollywood and movie stars pushed big diamond and big gemstone look. A great period in the jewelry business.