We all know that 'Diamonds Are Forever', but have they always been? Turns out De Beers, with the help of some clever marketing, were able to build up the diamond myth throughout the 20th century. How far did they go in their quest to create demand for diamonds?

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REFERENCES AND FURTHER READING:

http://www.edwardjayepstein.com/diamond.htm

https://www.theatlantic.com/international/archive/2015/02/how-an-ad-campaign-invented-the-diamond-engagement-ring/385376/

https://www.huffpost.com/entry/7-reasons-why-you-shouldn_b_1720870

https://www.debeersgroup.com/the-group/our-history

https://www.bbc.com/news/magazine-32131829

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