[Peace-discuss] For love or Money?

[Lisa Chason]

In 1932, the global market for diamonds was $100,000. De Beers changed
that forever by altering the perception of the purpose of diamonds. They
launched a deliberate campaign to create an association in the minds of
young men that diamonds are a gift of love, and an association in the
minds of young women that diamonds are an essential part of romance and
marriage. Their strategy included seminars on diamonds to high school
students, news stories about celebrity romances and their diamonds, and
strategic product placements in Hollywood movies such as "Gentlemen
Prefer Blondes" and "Diamonds are Forever." So how did the strategy
work? 

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More than 100 million women now wear diamonds.

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Over 75% percent of brides receive a diamond ring.

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The market has grown to 50 billion dollars.

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De Beers controls two thirds of the market





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