This trend is fast spreading to India. All the traditional jewelers who used to deal in gold and silver jewelry are now shifting to diamond based ones. Of cours

This trend is fast spreading to India. All the traditional jewelers who used to deal in gold and silver jewelry are now shifting to diamond based ones. Of course, the main reason seems to be the huge margin as the article suggests. One group, which seems to be going on the same path as De Beers is Gitanjali Group [1], who have hired services of almost all famous Indian film industry actors to promote their products. [1] http://www.gitanjaligroup.com/home.html http://www.gitanjaligroup.com/home.html