Diamonds are for Life! De Beers Story

De Beers

Whenever you think of a diamond you think of this company. It’s maybe like a xerox in photocopy world, absolutely peerless, anyways interestingly both uses carbon in one or the other form.

Most of us think that there must be some CXO type of post which was and is being held by some Mr. De Beers. The fact of the matter is that there in no Mr. De Beers (whom I can marry off to get all the diamonds) De Beers brothers owned a kimberlite field which was later bought by Cecil Rhodes( yes the guy who went snooping around Africa discovered have of it and owned a quarter ( that’s my perception and may be highly exaggerated but its not inaccurate… you would recognize if you were half awake in your history class)  

But this hunky dory tale of diamonds dint last long with the setting in of the second world war their markets slumped drastically as no one saw the need to make a lavish buy with the world burning. But two things change the scene:

One, the war ended and there was a surge in the marriage market as people looked for reasons to celebrate in an otherwise devastated world or men out on war for long wanted to seal their wedding after seeing in death in close quarters. 

Two, DeBeers came up with brilliant marketing campaign of ‘A diamond Is Forever’ (yes that line which makes every guy and girls in the world go red – of course the former as he sees a hole in his pocket and the later with the blushing joy of a bride ).

With the booming wedding bells everyone wanted to have or give a diamond ring on their left ring finger. The market went from good to great in the famous post was baby boom era.

By the way for those still wondering who the hell was Cecil Rhodes! He was the founder of the state of Rhodesia, which was later bifurcated into two African nations Zambia and Zimbabwe.

*Almost forgot the story idea: courtesy Abhishake Diarhea