De Beers: Diamonds are for Asia
Strengths:
There are commonalities in diamond perceptions more than differences
Average price of every piece sold was more than twice of US or Europe as size and quality of diamonds is greater.
1990 help the jewelry industry to develop
Diamond acquisition threshold in China was a house hold income of 250 USD per month.
Expanding group of newly wealthy people, openness to change
About status within your peer group. Even people on low monthly salaries would buy a high quality diamond: it was a family driven purchase.
American market is booming.
If you are modern women you feel confident and successful if you are a traditional you feel valued and proud.
For women, jewelry was an expression of self-enhancement, a symbol of femininity.
Demonstrating the status of the wearer and the family.
Women buying diamonds for themselves, for the joy of wearing them invested in jewelry in case of emergency.
Final contribution of de beers to the diamond pipeline is the promotion of diamond jewelry for the industry; through advertising campaigns developed from extensive market research; trade promotional activities and jewelry design competitions
Slogan "A diamond is forever" echoes durability and appeals to the emotional attachment of the owner to the stone.
We have to make them want to wear their rings more by encouraging jewelers to create more practical designs which won't frighten off the traditionalist.
Weaknesses:
Valuing a diamond is a highly skilled task thus not traded on world frequently. (Valued on the basis of four criteria- 4C s carat clarity color and cut)
Diamonds were not bought as a store of value, they could not be traded in the same w...
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For our advertising campaign the campaign we have two suggestions:
First ad is related to a woman who has given a birth to a baby recently, lying on her bed in the hospital (hospital room's decor is very attractive, so we understand that it is a very expensive hospital) and holding her baby. Then her husband comes in with a smiling, he prouds because now, he is a father. He gives his wife a beautiful diamond ring, it means he thanks to her.
Second ad is that a man calls his wife and tells her that he promoted in his job na dnow he is a manager and also invite her to a dinner at a very expensive and famous restaurant. Then we see him and his wife in the restaurant at night. She gives her husband a De Beers watch to congratulate his promotion and everybody turns to them to see the watch.
For our pricing strategy we continue to stay in premium pricing.
Deep within African mines, elusive diamonds lay enveloped in the Earth’s crust. Possessing much influence, beauty, and tension, nature’s hardest known substance causes parallel occurrences of unity and destruction on opposite sides of the globe. Diamonds, derived from the Greek word "adamas", meaning invincible, are formed deep within the mantle, and are composed entirely from carbon. Moreover, only under tremendous amounts of heat and pressure can diamonds form into their preliminary crystal state. In fact, diamonds are formed approximately 150km- 200km below the surface and at radical temperatures ranging from 900-1300 C°. When these extremes meet, carbon atoms are forced together creating diamond crystals. Yet how do these gems, ranking a ten on Moh’s hardness scale, impact the individual lives of millions of people besides coaxing a squeal out of brides-to-be? These colorless, yellow, brown, green, blue, reddish, pink, grey and black minerals are gorgeous in their cut state, but how are these otherwise dull gems recognized and harvested? Furthermore, how and why is bloodshed and violence caused over diamonds in Africa, the supplier of approximately 65% of the world’s diamonds? (Bertoni) The environmental, social, and economic impact of harvesting, transporting, and processing diamonds is crucial because contrary to popular belief, much blood has been spilled over first-world “bling”.
DeBeers had the buying power to control over 80% of all mined diamonds. They also through cleaver strategic planning had control over most of the diamond cutting and polishing industry.
A diamond ain't a thing in the world but a piece of dirt that got
This incredibly valuable watch features 110 carats of rare diamonds, set in a platinum watch-strap. The vast array of Graff diamonds used to create this incredible watch include Fancy Vivid Yellow, Fancy Intense Pink, Fancy Intense Blue, Fancy Green and Fancy Orange. In addition, many different cuts of diamond were used, including heart
In Nicky Oppenheimer's speech, he states that diamonds are a valuable luxury desired by many and DeBeers strives to preserve their value. Furthermore, he claimed that it is essential for DeBeers to "be able to clear the market of all rough diamond production". Other companies who deal with this luxury will be motivated by evil greed, so DeBeers has the duty to ensure that these types of companies will not gain power. From the discovery of diamonds in certain countries in Africa, DeBeers has allowed their economies to drastically grow. Oppenheimer also brings up an interesting point when he compares how similar the diamond and oil industries are with their regulations standards, which lessens the negative views on DeBeers' brand, since they
It’s hard to imagine that a mineral could be fueling wars and funding corrupt governments. This mineral can be smuggled undetected across countries in a coat pocket, then be sold for vast amounts of money. This mineral is used in power tools, parts of x-ray machines, and microchips but mostly jewelry. Once considered the ultimate symbol of love, the diamond has a darker story. "Blood" diamonds or "conflict" diamonds are those mined, polished, or traded in areas of the world where the rule of law does not exist. They often originate in war-torn countries like Liberia, Sierra Leone, Angola, and Côte d'Ivoire were rebels use these gems to fund genocide or other questionable objectives. Even with a system known as the Kimberly process which tracks diamonds to prevent trade of these illicit gems, infractions continue as the process is seriously flawed. The continuation of the blood diamond trade is inhuman, and unethical, and in order to cease this illicit trade further action to redefine a conflict diamond, as well as reform to the diamond certification prosess is nessasary.
Diamonds symbolize wealth, success, power, and really all of the characteristics of living the good life. Shirley Bassey immortalized her love for the jewels as she sang “diamonds are forever, they are all I need to please me “are the first two lines of the song. Diamonds are forever is the theme song of the same name for the seventh film in the James Bond Franchise. Diamonds are forever was released in 1971, transitioning into the decade 2010 I believe we still have the same Obsession on the value we as consumers and a society place on Diamonds. People have a fascination with diamonds. Although these precious stones are visually captivating and highly valuable are they more precious than human life? If the answer is Yes, Then you support blood/conflict diamonds. If the answer is No, than become a conscious consumer by purchasing only certified diamonds. The trading and distribution of blood diamonds must have zero demand and zero tolerance if blood diamonds are to be complete if blood diamonds are to be completely and effectively eliminated.
In 1785, the court jewelers, Bohmer and Basange, constructed a necklace with five hundred and forty diamonds of varying sizes in an ugly arrangement that resembled the collars worn by circus animals. They hoped that King Louis XV would purchase it for his favorite, Madame du Barry. Unfortunately, the king died before the necklace was completed. So, naturally the jewelers tried to sell the piece to the newly crowned Queen, Marie Antoinette, because she was known for her extravagant spending and taste. They priced the jewelry at and equivalent of two million dollars in modern money. The Queen declined the offer. She did not like the necklace and the price was even too high for her. Knowing that they would be ruined if the Queen didn’t buy their product the jewelers continued to plead with her for ten years. Each time she turned them down. Then, one day the Queen received a note signed by Bassange which said, “We have real satisfaction in thinking that the most beautiful set of diamonds in existence will belong to the greatest and best of Queens.” Puzzled by the message, the Queen, put the note to flame by a candle sitting on a nearby table (Komroff 85).
Diamond earrings are a popular accessory that will never go out of style, making them a great investment. They are one of the most timeless and elegant jewelry designs one could have in their collection. Whether you’re buying them as a gift or for yourself, you want to make sure you select the perfect pair. Lafyes Jewelry is the go-to jewelry store for Maspeth, NY, residents seeking high quality jewelry pieces and repairs. With so many options when it comes to diamond earrings, they help their customers use the following factors to choose just the right ones.
This essay argues that the sparkle in diamonds is not necessarily what it appears to be, because it is based on a general misperception that diamonds are a scare commodity and therefore valuable. To establish whether or not “the price of diamonds is too high,” it is important to understand the history of what determines the price of diamonds.
The woman is in a hijab, a very traditional Muslim headwear. The ideas in the pull down google search bar are very traditional ideas as well; sexist ideas about a woman’s place in society. However, the use of these traditional elements to portray a message of female equality, and the use of a Google Search is very cutting edge. This allows for that sharp contrast of whether traditional or modern is better, and the blending of the two creates a more integrated feeling; that one can have traditional and
The word diamond is originated from the Greek word, adámas, meaning invincible. While in todays’ time diamonds are used to convey love and wealth, diamonds were first used, about 3,000 years ago, in India for a more beneficial cause. During that time they were desired, not only for their value but for their refraction of light. During the past 3,000 years there have been many myths associated with diamonds. Some beliefs were conspired based on forms of metaphysical properties, medical treatments, and a curse resulting in the death of all who owned it.
The value of diamonds lies on their physical properties that make them suitable for many applications. Natural diamonds are only of high value if they are scarce in nature. Realizing this, De Beers Consolidated Mines was formed to control the supply of diamonds from mines across the world. The diamond market is influenced by mine production, rough diamond distribution, preparation/cutting, and retail markets. The project will be concentrating on the retail markets for diamonds and other high end jewelry.
The film marker is trying to raise awareness of the illicit conflict diamond trade and reinforcing the Kimberley process1 and showing how it will stem the flow of conflict diamonds. This is successful mainly due to the public outburst after the movie. The great impact of the movie has caused diamond companies like De Beers2 to start a pre-emptive PR (public relationship) campaign, even before the movie was released to inform people that their diamonds are conflict-free.
The third determinant of the diamond – related and supporting industries looks at the industry suppliers and...