Cool and interesting article on how De Beers came to be what it is today and why almost everyone has en engagement ring now.

It is a little old, but still, a very good read!

http://www.theatlantic.com/magazine/archive/1982/02/have-you-ever-tried-to-sell-a-diamond/4575/

Shared thanks for finding this info.~Red

Very interesting indeed. thanks!

OH yeah, found that article ages ago, wonderful and interesting read!

Thanks for sharing, I found it very interesting.

It's interesting that the article predicted the end of the diamond cartel to come in the mid 80s. Here we are, 30 years later, and it's still going strong!

Love them or hate them, De Beers is brilliant. Their marketing plan is one of the most successful ever and has undergone so many evolutions to meet the changing markets and needs of the diamond industry.

Make me wonder what they'll hatch up once the Amora Gem reaches significant production?

Thanks! That was interesting!

Yup, I'm amazed at that advertising agency being capable of changing traditions regarding engagement rings and creating people's opinion of diamonds that well!

it makes an unbelievable amount of sense and you can see it when looking at antique jewelry.

I, like all of us, spend a lot of time looking at jewelry. I am kinda obsessed with Europe and its totally true. They to this day don't seem to have diamond fever like we do. Stones are smaller, colors are used a lot more and drop dead gorgeous engraved gold bands are more the norm.

Good article on what DeBeers was in 1982.

A lot has changed in terms of blood diamonds, Kimberley, and the cartel itself.

Advertising is still the lynchpin, of course.