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De Beers And The Diamond Industry
By Kevin Chang
When De Beers first started actively mining in the late 1800's, they had heavy competition. By forming the De Beers cartel, they were able to control the release of diamonds into circulation. De Beers began to use the controlled scarcity of its diamonds as the center of its advertising campaigns.
At one point in history, it is stated that De Beers had control over 80% of the diamond market, today’s estimates are far lower at 40% to 50%, however it is still enough to have strict control over prices and supply. De Beers has control of the mines and sells their gem grade diamonds to its subsidiary the DTC (Diamond Trading Company) for cutting and polishing.
De Beers has been extremely successful in its marketing strategies. The center of their marketing strategy is linking diamonds with long term romantic love. Engagement rings have been present in many cultures since the 1400's, but they typically did not contain diamonds. De Beers is considered to be responsible for making the diamond engagement ring the standard in the United States and elsewhere. They also have used their own marketing skills to establish a standard amount that future grooms should spend on a diamond ring. It is typically considered socially correct for a man to spend the equivalent of one
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Choosing Pearl And Diamond Earrings
By oneclickdoctor
A pearl diamond earring is a classy gift that contains two different elements: the flash of the diamond and the quiet beauty of the pearl. This contrasting combination has been a very popular choice Read more...
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Moissanite Diamonds, The Beauty Of Diamonds Without The Price
By Peter Crump, Fri Dec 9th
Moissanite diamonds are taking the gem world by storm. Diamondspecialists pride themselves on offering the best to theircustomers, selling diamonds that shine brilliantly andbeautifully, not only Read more...
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Some Of The Reasons Why You Should Always Insure Your Diamonds
By Gregg Hall
Diamonds are a wonderful possession. They can hold many memories of special occasions and memories of the people who gave them, but they also hold a high monetary value. If your diamond is lost, Read more...
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The Value Of Diamonds
By Arsne Bergkamp..
Discuss gems and the focus is always on diamonds. It goes without saying they are the most popular of gems, but what is all the fuss about? Glad you asked.In a relationship, symbols are Read more...
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