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The History of Diamonds
A diamond is a stone that truly states, “I love you” in a
deep way. In fact, you’ve probably heard the slogan many times that “a diamond
is forever.” This is because of the stone’s symbol of deep, everlasting love,
as well as the fact that it’s the hardest substance known on earth. The diamond
is also the stone that marks…
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How De Beers became the diamond industry leader
Diamonds were once very scarce and expensive. Then in 1870, huge diamond resources were discovered in
South Africa. Diamonds were no longer a rarity. Everyone could own a diamond if
they wanted. As with anything in business, that's not a good thing. The British businessmen that operated the mines had a clever
idea. They…
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The "Diamonds are Forever" slogan
With De Beers now in possession of vast resources of diamonds, they needed
to find a way to sell the diamonds. To do so, they had to drive up demand. They had to make every woman want a diamond ring, and every man want to buy
one for her. They launched a massive advertising campaign. The campaign marketed the idea that…
