Chapter
The history of De Beers' diamond monopoly
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De Beers' diamond monopoly faced public pressure and eventually broke up in 2000 when new mines were being discovered in different parts of the world. They started creating new marketing gimmicks such as the right hand ring or upgrade ring to encourage sales.
Clips
De Beers lost its monopoly over the diamond market in the year 2000 due to public pressures and the discovery of new mines in Australia.
55:25 - 1:07:47 (12:21)
De Beers
Summary
De Beers lost its monopoly over the diamond market in the year 2000 due to public pressures and the discovery of new mines in Australia. They then shifted their marketing strategy to include the right-hand ring, an upgrade ring, and the 25th-anniversary ring.