You're still promoting 'Diamonds', which is what you want to get away from. I think it is very difficult to get promote and get people to not buy vs. buy. Look

You're still promoting 'Diamonds', which is what you want to get away from. I think it is very difficult to get promote and get people to not buy vs. buy. Look at the fur industry as an example. I don't think the anti-fur people have been very successful. How would you measure diamonds people don't buy? It's difficult as a negative input. What you really want to do, if you really want to do this at all, is figure out what is better than a diamond. I can't say I really have much thoughts on it. I've never bought a diamond, likely never will (not a new one at least).