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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...
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