Sunday, February 13, 2011

A DIAMOND IS FOREVER

 

From the 1930’s until the end of the twentieth century, the marketing of diamonds was managed by the De Beers group. They controlled the supply of the gems and manipulated demand though a worldwide advertising campaign to depict diamonds as a token of romance and eternal love. The company’s slogan ‘A Diamond is Forever’ helped dissuade private owners from selling their diamonds which could have disrupted the artificially high market value.

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