Diamond refers to polished diamond, which is a natural mineral and the original stone of diamond. Simply put, diamond is a simple crystal composed of carbon element formed under high pressure and high temperature conditions in the deep part of the earth. Although human civilization has a history of thousands of years, people have only discovered and initially understood diamonds for hundreds of years, and the time to truly uncover the inner mystery of diamonds is even shorter. Before that, it was accompanied by myths and legends with religious worship and fear, and regarded it as a symbol of courage, power, status and dignity. Nowadays, diamonds are no longer mysterious, nor are they a treasure that only the royal family can enjoy. It has become a popular gem that people can own and wear. Diamond culture has a long history, and today people regard it more as a symbol of love and loyalty. When it comes to diamonds, everyone's first reaction is that they can make women scream. De Beers' classic advertisement "Diamonds last forever, one will last forever" is like a spell, which charms women all over the world and forces men all over the world to buy diamonds to flatter them. So, is the diamond the king of natural gems or is it artificially operated the day after tomorrow? There are not many literatures in this field, especially articles dissecting the diamond value chain from the perspective of capital. Today, we might as well make an exploration here. All major human civilizations have their own concept of "the king of gems". Ancient civilization in China believed that white jade was the king of precious stones. There is a tradition in The Book of Songs that a gentleman is superior to jade. By the Han Dynasty, jade had been completely provided by the royal family. After the emperor died, he was buried in a golden robe, and ordinary people were not allowed to own jade. Western European civilization thinks amber is the king of precious stones. In Rome at the same time as the Han Dynasty, amber became a special gift for the emperor, and a piece of the best amber could be exchanged for dozens of strong slaves. The civilizations in the two river basins use opals and emeralds as gems. You can't find any description of diamonds in Arabian Nights. Ancient American and African civilizations did not know about diamonds. Obviously, in ancient times, diamonds had nothing to do with Chinese civilization, Western European civilization and Arab civilization, which is a frustrating and indisputable fact. In China, it has long been only the tool of a giant porcelain maker, Jin Gangzuan, and at best it is a handicraft raw material. Obviously, in the face of a big diamond, no woman screamed in ancient China, but the porcelain maker might shout. In ancient Europe, until14th century, no one even knew about diamonds. Speaking of 1939, the demand for diamonds has dropped sharply due to the economic downturn. Harry Oppenheimer, who is already the general manager of De Beers Diamond Company, found that since the establishment of his company 1859, although he has been the largest rough diamond supplier in the world, even accounting for 80% of the world's natural rough diamond supply, people's consumption of diamonds has not been high. Because of this, De Beers had to cut production by 90% at that time. In order to impress the world's demand for diamonds, the classic slogan "A diamond is forever" was played, and diamonds were successfully promoted to the public, which made the price of diamonds go up all the way, and finally formed today's highly monopolized diamond market. "Diamonds Forever", a classic advertisement in the 20th century, was created by NW Eier, a famous advertising company in new york, for the International Diamond Promotion Center (DTC) on 1948. She has spanned a century and touched countless lovers who are addicted to love, making them look forward to the eternity of love. At the same time, she was deeply attracted by the rare and precious "king of gems" such as diamonds. 1993 is an extraordinary year in the history of diamond development in China. This year, DTC collected the Chinese translation of A Diamond is Eternal through Ogilvy & Mather Advertising Company in Hong Kong. After half a year's evaluation, I chose a sentence from a university teacher, so the classic advertising slogan "A diamond lasts forever, a diamond lasts forever" successfully entered China, and after more than ten years, China consumers began to widely accept the diamond culture. Before that, China knew little about diamonds, and the development of diamond industry was not mature, let alone the concept of diamond culture. The key to this historic situation is the most famous slogan of the 20th century: "A diamond lasts forever, and a diamond lasts forever." This classic slogan has changed the traditional situation of China people wearing gold and jade in their weddings, and then formed a new concept of "no diamond, no marriage" for China newcomers. As the most classic advertising slogan in the 20th century, "A diamond lasts forever, and an eternal one" resounded around the world like a nuclear explosion of love. In ancient eastern China, this sentence is even more meaningful. In just 19 years, it has completely changed the traditional custom of China people wearing gold and jade at their wedding, and a diamond ring has become the most beautiful token of their love. Today, China has surpassed Japan in diamond consumption, becoming the second largest diamond consumer in the world after the United States. According to the prediction of international diamond industry experts, by 2020, China will replace the United States as the world's largest diamond consumer. All this is related to the promotion of China's slogan "Diamonds last forever, one will last forever".