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June 2015

Diamond Miners Seek Mad Men to Pitch Gems to Younger Generation

By | Gemdax in the news | No Comments

What makes a diamond valuable? History shows a slick marketing team and a killer tagline help.

“A Diamond is Forever,” voted the best slogan of the 20th century by Advertising Age, helped De Beers convince people for almost 70 years that it’s worth parting with two months’ salary for a gem. Yet the end of its monopoly a decade ago blunted its role as the industry’s marketing edge.

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