3 ms·
It's mostly a brilliant manipulation of public expectations. The article illustrates it beautifully: the creation of the matrimonial diamond ring in America an
by jcl 17y ago
It's mostly a brilliant manipulation of public expectations. The article illustrates it beautifully: the creation of the matrimonial diamond ring in America and then Japan, the manipulations needed to sell small diamonds one year and big diamonds another.
As I've heard it, when synthetic diamonds arrived on the market, it turned out that they had fewer impurities than natural diamonds. The cartel's advertising changed to emphasize the uniqueness of natural, "genuine" diamonds (which presumably have just the right number of flaws).
A 2003 Wired article on synthetic diamonds:
http://www.wired.com/wired/archive/11.09/diamond.html http://www.wired.com/wired/archive/11.09/diamond.html
- TeHCrAzY 17y agoI hope people note this: Literally perfect diamonds can be produced for impressively small amounts of money, and the cartel barely bats an eyelid, happily swinging into their next marketing campaign to secure their position. We should all learn from these masters of marketing.