De Beers is desperate now, diamond prices are going down. But this time they won't be able to retrieve the situation.
Diamonds have never been a great investment. Their prices have always been "controlled " by De Beers, the largest owner of diamond mines in the world. Over the years, they started facing increasing challenges from other players, along with undercutting.
The whole idea of procuring a "diamond ring" for getting engaged, is a creation of the De Beers marketing department, just like buying gold on Akshaya Tritiya is a myth, if not created, fostered by the Indian Gold Council.
Diamonds are highly subjective in their pricing, involving the 4 C's of Color, Cut, Clarity, and Carat. This makes them unreliable as an investment. Further, the trade margins are too high.
Indians being smart have never been too enamored of diamonds, with the exception of Sindhis and traditional Tambrahm maamis. In general, the sensible Indians prefer gold.
"Diamonds are forever" goes the tag line, I suspect created by the De Beers Marketing department. But then, every stone is "forever", that hardly makes it a good investment does it. The gravel under my driveway I am sure is a few thousand years old.
In the last couple of decades a new problem emerged for the diamond industry. Artificial lab manufactured diamonds became better and better, and now they are so good as to be indistinguishable from the original. Even experts can't tell the difference without detailed lab analysis.
I believe the prices are still artificially propped up by the diamond lobby, and they are all set to go through the floor any time.
If you had diamonds, you should have sold them ten years back, this development is not sudden and was known to everyone. If you still have them, sell them right away, and buy gold.
But, these are my great grandmother's earrings, my granddad bought them for her in Sindh, you say. Well, this is an investment discussion and those are irrelevant considerations.
But they look good on me, you say. Sure, the lab stuff will look equally good. And you don't need diamonds, you are already so beautiful / ugly (depending on who I am talking to) that nothing will make a difference!
And yes, if you need De Beers to teach you how to express your love, I have nothing to say!