That ad just offends me. Also, the “Right Hand Ring” campaign. Now just one diamond ring isn’t enough. Look, if you have to buy a diamond, buy Canadian.
De Beers has used its monopoly to create an artificial scarcity of diamonds, thus keeping prices high. The modern tradition of diamonds as a part of engagement in many cultures has been largely created by De Beers through an amazingly effective advertising campaign started in 1939. The ‘A Diamond Is Forever’ campaign not only convinced the public that the only suitable gift for engagement is a diamond, but also served to limit the market in used diamonds.
Don’t buy into the hype.
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