Will diamonds always be expensive?

As we all know, De Beers (De Beers), founded in 1888, is the largest and oldest diamond mining company in the world. In fact, as early as 1888, De Beers has been the most famous name in the diamond mining and diamond evaluation industry. It has been closely involved in all aspects of the diamond industry, from the mining of rough stones to the production of loose diamonds, and then to the sale of polished diamonds, it has tried its best to participate and become the main body.

In 1889, Rhodes entered into an agreement with the Diamond Syndicate of London, whereby they agreed to buy diamonds from De Beers at an agreed price, guaranteeing the price of the diamonds by controlling the number of diamonds entering the market. The move worked well during the downturn of the diamond industry in 1891-1892.

In 1939, De Beers introduced the first diamond grading system in the diamond industry: the 4C standard (Carat, Clarity, Color, Cut), which is still in use today.

In 1947, De Beers created the famous advertising slogan: "A Diamond is Forever" (A Diamond is Forever), making diamonds a symbol of eternal promise.

In 2001, De Beers and the French luxury goods company LVMH established a joint venture jewelry brand - De Beers Diamond Jewelers. In the same year, they purchased the "Millennium Star" - a D-color pear-shaped diamond weighing 203 carats.

In 2002, the first De Beers diamond jewelry store opened at 45 Old Bond Street, London, and launched a new engagement ring named after Old Bond Street (Old Bond Street).

From 2009 to 2014, Talisman design series, Enchanted Lotus design series, Swan Lake high-end jewelry series, Imaginary Nature series, Phenomena high-end jewelry series, Caress engagement ring, Aria Light Dance high-end jewelry series were launched once.

To sum up the success of De Beers, it can be said that the advertisement and its design are the most important part of its success. "Diamonds are forever, and one piece will last forever." It expresses the hard material of diamonds. Combining the material characteristics of diamonds with eternal love, it became popular all over the world and achieved great marketing effects. With the development of the times, the main consumers of diamonds are women. With the improvement of women's social status and economic independence, many women choose to live alone. In order to adapt to this change, De Beers launched the "Ring of the Right Hand", " Rock the cradle left and right, and control the world with the right hand" means that women who are housewives are like their left hands, and women who are striving for their own world in their careers are like their right hands. As soon as the slogan came out, many "right-handed women" rushed to buy rings designed for them.

With the continuous development of science and technology, human beings have developed laboratory-grown diamonds. The emergence of laboratory-grown diamonds has enabled more women to realize their diamond dreams. Because laboratory-grown diamonds are larger, of higher quality, and more productive, there are more and better The materials are provided to designers to design exquisite diamond jewelry. The development direction of diamond jewelry in the future is bound to be further popularized. Ordinary working-class women can also wear diamond jewelry and shine together with diamonds.