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. To sell more and bigger diamonds, Ayer would have to market to consumers at varying income levels. Creating the Narrative.
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