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De Beers; The Monster of The Diamond Industry
Love em' or (in most cases...) hate em', there is no denying that De Beers is the biggest name in the diamond industry and is solely responsible for the majority of the worlds diamond mining and output.
In the past couple of years De Beers has been at the forefront of a concerted marketing effort for diamonds and jewelry. They are responsible for the creation of the 3 stone diamond ring concept which has become known as the De Beers diamond ring. They are also responsible for the marketing of the "Diamond Right Hand Ring".
It is almost impossible today to travel in any city or read any magazine without stumbling across a De Beers diamond and jewelry ad that looks something like this:
De Beers isn't just about diamond manufacturing anymore; but has pushed the envelope for the "branding" and marketing of diamonds and jewelry products as a means of survival and continuity in the diamond industry. Their "Supplier of Choice Program" is a reflection of this philosophy.
Much of the diamond marketing is done over their website at www.adiamondisforever.com.
More recently De Beers has announced that they will be opening a chain of diamond and jewelry stores, bringing diamonds and jewelry directly to the end consumer.
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