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The Emperor's New Diamonds - Greg Valerio
First published in Gems & Gemstones supplement of the The Jeweller January 2014 In the highly political world of diamonds, we all wish that the rigour and vigour we place on the clarity and value of the stones we sell would be applied to the credibility of how these stones get to the market. In this short article I aim to be brutally honest with the chronic deficit of morality, ethics and basic honesty in the diamond supply chain. Firstly the diamond industry and the huge financial value that is ascribed to diamond jewellery is built upon a very tenuous and shallow foundation. The money we make as jewellers comes from romancing the stone, essentially the perceived brand value that the consumer associates with the diamond being the iconic symbol of love, affection and romance. A legacy bequeathed to the jewellery sector by one of the most sophisticated pieces of international branding ever undertaken by none other than De Beers. Essentially this is why a diamond engagement ring is considered as the key gift to seal our cultural tokens of future intentional commitments. If you remove this culturally embedded belief that a diamond is the symbol of pure love, you …