Americans exchange diamond rings as part of the engagement process, because in 1938 De Beers decided that they would like us to. Prior to a stunningly successful marketing campaign in 1938 Americans occasionally exchanged engagement rings, but wasn't a pervasive occurrence. Not only is the demand for diamonds a marketing invention, but diamonds aren't actually that rare. Only by carefully restricting the supply has De Beers kept the price of a diamond high. It's the equivalent of some company restricting the supply of aluminum so instead of it actually being available and dirty cheap it's instead sold in jewelry for more expensive than platinum. It's absolutely absurd. A company called De Beers, who has a monopoly, artificially restricts the supply of diamond to keep the prices obscenely high. Not only are they artificially high but they are a worthless investment. Retail jewelers prefer not to buy back diamonds from customers because they sell them at a 100 to 200
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