Wednesday, February 14, 2007

What You Didn't Know About Diamonds

It’s just marketing. The whole “A Diamond is Forever” and the idea of a diamond engagement ring is not an ancient tradition to be revered and followed. It is Sprite’s “Obey Your Thirst.” It is Nike’s “Just Do It.” It is Gary Dahl’s “Pet Rock.” Not only did De Beers understand it had to control supply (buying up and closing down any diamond mine discovered), they had to control demand. They had to make it sentimental. And Americans were the perfect suckers.



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