An Ayer memo concluded that the depressed state of the marketplace for diamonds was “the results of the economy, adjustments in social attitudes and the promotion of aggressive luxuries.” The diamond invention is excess of a monopoly for fixing diamond costs; it’s a mechanism for changing tiny crystals of carbon into universally recognized tokens of wealth, power, and romance. To obtain this aim, De Beers needed to management demand as well as supply. Both men and women had to be made to perceive diamonds not as marketable precious stones but as an inseparable a part of courtship and married life. To stabilize the market, De Beers needed to endow these stones with a sentiment that would inhibit the general public from ever reselling them. The illusion had to be created that diamonds had been endlessly — “eternally” in the sense that they need to never be resold.
- Sacrificing some factors