De Beers – “A Diamond Is A Girl’s Best Friend”


Only through my persistence did De Beers Diamonds barely avoid joining The Distillery’s Hall of Shame. Finding the rich media content at that site was no less difficult than De Beers likely finds the mining of diamonds. (At least I get a better reward for my mining efforts than do De Beers’ dirt poor African miners.) Does that make the De Beers site a diamond in the rough? Largely, the answer is yes.

Feel free to look through all the many static pages, but any true hope in being impressed resides in clicking on Radiance Collection, Rules of Engagement, De Beers: Talisman Collection, and theoretically De Beers Diamond: Beauty Scan (which revealed only a blank black screen on my monitor.)

For a company that prides itself on its diamonds and that essentially has a monopoly in diamonds, maybe De Beers should have someone develop a version of the well-known 4 Cs (cut, clarity, color, and carat), by which one is supposed to gauge the quality of a diamond, to measure the quality of its web site–or lack thereof. Then again, maybe that’s a job for The Distillery. Hmmm….

De Beers diamond graphic 02

2 Responses to “De Beers – “A Diamond Is A Girl’s Best Friend””

  1. George Hall Says:

    “I’ve never hated a man enough to give him his diamonds back.” Zsa Zsa Gabor

    Sir: Although young men purchase more than 90% of all engagement rings, the elderly tend to sell them, and women today are purchasing their own diamonds, to “gift” themselves (as they say in the vernacular), many men, as well, are of a “diamond mind.” G. Hall

  2. SippinWhisky Says:

    I am still awaiting the full impact of synthetic diamonds, perceived as a very real threat to real diamonds by the diamond industry. De Beers has engaged in a magnificent marketing campaign over the past many years. Let us see what unfolds as the public becomes more aware of synthetics diamonds, and the impact of De Beers’ magnificent marketing potentially lessens.

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