Post-war time brought great prosperity and economic growth that led to a vast growth of the middle class. They began to really indulge in jewellery and fashion, eager to flaunt their new found wealth. Jewellery of this time was equally as showy as the previous decade but had a very different composition being light, airy and textural. Complete sets or Parures became the trend, with short necklaces being the one true statement piece of the decade. In 1948, DeBeers unveiled their still famous ad slogan 'A Diamond Is Forever', causing an increased demand for all types of diamond jewellery throughout the fifties.