I will be presenting on Diamonds, Love & Value during the 5:00 to 6:30 panel this Friday at the SPT grad student conference.
As a sneak peek:
In the late 1940s De Beers succeeded in making diamonds the symbol of love and marriage. Without this marketing success, their control of the diamond supply would have been worth far, far less. The early exuberance of the market over De Beers control of this powerful symbol seemed to have been greatly misplaced, until they managed to turn diamonds into the mass consumer luxury item.