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Why diamonds suck
Diamonds are mined and sifted under horrible conditions by workers in "third world" countries who earn very little money (and in some cases no money at all). Nearly the entire supply of natural diamonds is controlled by one company, De Beers, which can do pretty much whatever the hell it wants, having no competition. True to the sociopathically efficient nature of corporations, it prices diamonds at an artificially high level.
The diamond's "mystique" and its association with love, courtship, and marriage are the products of a sustained advertising campaign designed to make these shiny pebbles required "tokens" and "signs" of affection for young couples so that the outrageously inflated prices could look more "justified."
| quote: | The diamond invention is far more than a monopoly for fixing diamond prices; it is a mechanism for converting tiny crystals of carbon into universally recognized tokens of wealth, power, and romance. To achieve this goal, De Beers had to control demand as well as supply. Both women and men had to be made to perceive diamonds not as marketable precious stones but as an inseparable part of courtship and married life. To stabilize the market, De Beers had to endow these stones with a sentiment that would inhibit the public from ever reselling them. The illusion had to be created that diamonds were forever -- "forever" in the sense that they should never be resold.
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Although it could do little about the state of the economy, N. W. Ayer suggested that through a well-orchestrated advertising and public-relations campaign it could have a significant impact on the "social attitudes of the public at large and thereby channel American spending toward larger and more expensive diamonds instead of "competitive luxuries." Specifically, the Ayer study stressed the need to strengthen the association in the public's mind of diamonds with romance. Since "young men buy over 90% of all engagement rings" it would be crucial to inculcate in them the idea that diamonds were a gift of love: the larger and finer the diamond, the greater the expression of love. Similarly, young women had to be encouraged to view diamonds as an integral part of any romantic courtship. |
Fortunately, real diamonds (not cubic zirconium) can now be made artificially and there have been some diamond discoveries outside the sphere of control by De Beers, so hopefully the bastards can be put out of business or at least have their unethical practices corrected by genuine market competition.
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