essay on a diamond is forever
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“A Diamond is Forever” – is one of the most successful slogans of the twentieth century. De Beers seized the moment to control the production and supply of the new abundance of diamonds in southern Africa, with the development of De Beers Consolidated Mines, Ltd.With control of the supply of diamonds, De Beers was able to continue the idea that diamonds are a rare good. There is in fact a large supply of diamonds, with more than 100 million carats coming out of the ground per year. The supply on the market however is controlled almost exclusively by De Beers. De Beers has manipulated an artificial sense of a diamond’s scarcity by buying up new mines, freezing out challengers and mopping up excess supply.
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