Abstract:DeBeers' iconic 1938 “A Diamond Is Forever” campaign associated diamonds with everlasting love and singlehandedly constructed the value of, and public demand for, these gemstones (Epstein, 1982). This event is known as the “diamond invention” (Epstein, 1982). However, the purity of natural diamonds was challenged in the 1990s because of rising concern about blood diamonds (Siegel, 2009). In the same era, gem-quality lab-grown diamonds entered the market though they remained largely unknown (Kitawaki, Abduriyim… Show more
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