The rise of diamonds is essentially due to the success of a marketing tool. In our subconscious mind, it is easiest to associate love with diamonds. We always remember the classic advertisement "Diamonds Forever", but we don't know that this advertisement was invented for the sale of diamonds. In the final analysis, this is a marketing tool. In the last century, diamond sales were frustrated, and sellers had to cut diamond production by 90% to maintain diamond prices. However, in order to turn diamonds into a luxury that everyone wants to own, it is necessary to position diamonds. I have to say that De Beers did it. He creatively linked diamonds with love, giving diamond love the meaning of never deteriorating and lasting forever. Since then, diamonds have become synonymous with love and have become the coveted item of every bride. The marketing of diamonds is undoubtedly successful in advertising. In essence, it is only a means of promotion, with strong purpose and misleading.

At the same time, the price of diamonds has nothing to do with their output. Generally speaking, the rarer the commodity, the more expensive it is, which conforms to the law of value, but the price of diamond far exceeds its own value. In fact, the output of diamonds is not as low as the public knows, but the output of diamonds is monopolized by diamond manufacturers. Once the diamond manufacturer releases the supply, the diamond price will immediately fall to the bottom. Therefore, the price of diamonds is not controlled by the market, but by a few manufacturers. The price is unrealistic and inflated in nature.

It can be seen that diamonds have no essential value, and consumers are more like buyers of false marketing by diamond manufacturers.