To solve this problem, the company designed the “eternity ring” containing as many as twenty-five tiny diamonds for an entirely new market of older married women. The eternity ring was part of a larger strategy for small diamond sales, which emphasized quality, color, and cut over size, to promote the idea that all diamonds, regardless of size, signify everlasting love.
Diamonds in Conflict
Public attention on diamonds has been more negative in recent years. In 2000, the United Nations General Assembly unanimously adopted a resolution on conflict diamonds. And the 2006 film Blood Diamond brought the problem to mainstream audiences.
In Sierra Leone, Angola, Liberia, Zimbabwe, and the Democratic Republic of the Congo, rebel forces use rough diamond caches to finance arms purchases and other illegal activities that undermine peace efforts in these countries. They commit atrocities of murder, rape, and mutilation, ruling by terror. So far, international peace efforts have been unsuccessful; the only way to curb rebel factions seems to be cutting off their source of funds—diamonds.
As part of its 2000 resolution, the UN created the Kimberly Process Certification Scheme (KPCS), an attempt at regulating rough diamond trade. De Beers states that 100 percent of the diamonds it sells are now compliant with the Kimberly Process and its own Diamond Best Practice Principles. In a happy accident of symbiosis, the company reaps its own benefits from this policy; not only does the Kimberly Process relieve the consumer’s conscience, it also helps De Beers better control supply, an important part of its strategy from the beginning.
The Wealth of Knowledge
De Beers has proved its marketing strategy to be as powerful and resilient as the image of the diamond it’s created. And understanding all that has gone into making the diamond the icon it is today will help you make smarter choices about your jewels, especially when choosing an engagement ring. You may opt to break tradition and go for an emerald, ruby, or sapphire instead. But if you do choose a diamond, be sure to purchase one that is conflict-free.
