De Beers: Diamonds in Decline

This chapter examines the historical impact and changing market dynamics of De Beers in the diamond industry, emphasizing the significance of its slogan 'A diamond is forever.' It addresses the company's potential divestment by Anglo American amid declining revenues and the rise of lab-grown diamonds, which are altering consumer preferences. The discussion also explores the future of diamonds as a commodity and the need for innovative marketing strategies to distinguish mined diamonds from their lab-grown counterparts.