AFRICAN CONTINENT
Travel countries: Sierra Leone
Experience: diamonds market and civil war

Are diamonds forever?

DE BEERS – the company which used to hold 90 % of diamonds trade across the Globe, literally killing competitors for the ability to control supply and stimulate demand. In 1970s it established a massive agitation campaign in USA promoting the message for the society that diamonds are forever, creating an enormous value for this little shining piece of mineral. People started purchasing jeweller with diamonds, especially engagement rings, as a symbol of strong love and lifelong marriage. Until nowadays, diamond business remained monopolized, making money from the believe of people that as bigger the diamond in the ring, as longer the love will last. What is hiding behind this industry? Continue reading Sierra Leone Diamonds →