De Beers' Bold Shift: Entering the Synthetic Diamond Market

It’s the 2000s and the diamond cartel is dead. Now, De Beers must adjust to its new status as the market leader rather than the monopoly. But the threats to its business aren’t going away.  

Diamonds are losing their luster with the young, and Zimbabwe’s undermining the industry’s response to conflict diamonds. And most threatening of all, a wave of new start ups are out to disrupt De Beers by growing man-made diamonds.

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