"Diamonds Are Forever" Slogan
became the de facto obligatory stone for engagement rings in the early 20th century when DeBeers, the
South African mining giant, coined a brilliant slogan for its advertising campaign, a slogan
that branded diamonds as the sign of love forever.
What was the DeBeers' slogan? "Diamonds Are Forever!"
Are DeBeers diamonds forever, or are any other diamonds forever as DeBeers'
Of course they aren't forever. At best, your diamonds are until you die. At worst, your diamonds are
until they get lost, stolen or sold after divorce. DeBeers
' slogan is just a crafty marketing ploy to grab your money.
Another question: why are diamond
s - little stones - so expensive? Are they really that rare?
The answer is no. There is an area in South Africa, for example, that is estimated to hold
three to four times more diamond
than all of the diamond
s on fingers today. That area is mined but not to
s. It is mined with landmines, fenced with barbed wires and
patrolled by guards with orders to shoot trespassers.
It's because that area, as well as a big chunk of the world's diamond supply is controlled by DeBeers, which has long
dominated the world's diamond trade. By limiting the global supply of available diamond
this South African multinational and other large diamond
suppliers keep their prices and its profits inflated.
When buying diamond
s (see Perfect
), there is no point in paying for color
designation below "J" and clarity below "SI2." Why? Lower
designations cost much more but the difference can only be seen
under a gemscope's 10x magnification.
Unless you have
bionic eyes, it is absurd to pay many times more money for something
that can't even be seen. Sure, some women
will compare their diamonds' imperceptible designations and
suggest that the diamond
you buy should be as pure as your love, but
don't listen to their nonsense.
Instead of spending $10,000 on a 'VSI2 G' diamond,
spend $5,000 on a same-sized, 'SI2 J' diamond that will
also look totally colorless and free from birthmarks. If planning to spend
$20,000 on a VVSI1 D diamond, you can save $15,000 for the
same-sized, 'SI2 J' diamond that looks just as clear and color
If diamonds are not forev
er, then what is?
Heaven and hell are forever and
God is for
ever. If you think that there is no God, please