The Engagement Ring Story: How De Beers Created a Multi-Billion Dollar Industry From the Ground Up
Hubspot
JUNE 13, 2014
While they stockpiled diamonds and sold them strategically to control price, De Beers Chairman Sir Ernest Oppenheimer cultivated a network of wholesalers all over the world. 2) Stabilize the market. Ayer did exhaustive market research to figure out exactly what Americans thought about diamonds in the late 1930s.
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