They never were. A clever marketing scheme, highly controlled supply line (monopoly) and tricking stupid women into thinking they NEED a diamond was what made them a "luxury item".
Archive: https://archive.today/kduvO
From the post:
>De Beers chief executive Al Cook wants to save a generation of lovers and newlyweds from what he calls a “huge con” when it comes to buying diamonds.
In the process, he hopes to rescue his iconic brand—and perhaps the diamond industry as it has existed for more than a century—from an ominous decline.
London-based De Beers almost single-handedly persuaded generations of consumers that love wasn’t genuine unless it was sealed with a diamond. The stones were prized not only for their beauty but also as a miracle of nature formed over a billion years deep in the earth, and then extracted in exotic locales—often on behalf of De Beers.
Now diamonds can be made in labs that mimic the earth’s extreme pressure and temperatures, but for a fraction of the price. A decade ago, such man-made gems were novel. Today they are mainstream, and increasingly challenging the perception of diamonds as a luxury accessory.
Walmart sold its first lab-grown diamonds in 2022, but now the stones make up half of its diamond jewelry assortment.
They never were. A clever marketing scheme, highly controlled supply line (monopoly) and tricking stupid women into thinking they NEED a diamond was what made them a "luxury item".
Archive: https://archive.today/kduvO
From the post:
>>De Beers chief executive Al Cook wants to save a generation of lovers and newlyweds from what he calls a “huge con” when it comes to buying diamonds.
In the process, he hopes to rescue his iconic brand—and perhaps the diamond industry as it has existed for more than a century—from an ominous decline.
London-based De Beers almost single-handedly persuaded generations of consumers that love wasn’t genuine unless it was sealed with a diamond. The stones were prized not only for their beauty but also as a miracle of nature formed over a billion years deep in the earth, and then extracted in exotic locales—often on behalf of De Beers.
Now diamonds can be made in labs that mimic the earth’s extreme pressure and temperatures, but for a fraction of the price. A decade ago, such man-made gems were novel. Today they are mainstream, and increasingly challenging the perception of diamonds as a luxury accessory.
Walmart sold its first lab-grown diamonds in 2022, but now the stones make up half of its diamond jewelry assortment.