Diamonds Are Forever Slogan

"Diamonds Are Forever" Slogan

Diamonds 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 advertisements, 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' slogan claims?

Of course not. 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.

Also, why are diamonds - little stones - so expensive? Are they really that rare?

The answer is again, no. Diamonds are actually not nearly as rare as people believe them to be, and diamond deposits around the world are plentiful. The problem is, we can't get to those deposits.

Why not?

It's because the large diamond companies that own them and dominate the world's diamond trade "protect" those deposits (see how diamonds are mined) to restrict the global supply of available diamonds so that their prices and profits remain inflated.

From consumers' perspective, there is absolutely no point in paying for color designation below "J" and clarity below "SI2" (see Perfect Diamond).

Why not?

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 jewelers will 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 imperfections. 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 colorless, etc.

If diamonds aren't forever, then what is?

This is.