Les diamants ne sont pas щternels

Ma petite soeur se marie l'щtщ prochain, elle m'a donc demandщ de voir un peu р quoi ressemblent les prix des diamants... Je n'ai jamais compris cette "tradition" du diamant, toute cette fascination des femmes pour un vulgaire cristal de carbone.

Il faut croire que De Beer a rщussi р radicalement changer la perception qu'ont les femmes du diamant. Elle a crщe la compagne marketing la plus marquante et la plus rщussie de l'histoire. Rщsultat qui reprщsente un des pires cauchemars pour le portefeuille de la gente masculine :




Tout n'est que marketing, une des plus ingщnieuses arnaque des temps modernes :

It's just marketing. The whole "A Diamond is Forever" and the idea of a diamond engagement ring is not an ancient tradition to be revered and followed. It is Sprite's "Obey Your Thirst." It is Nike's "Just Do It." It is Gary Dahl's "Pet Rock." Not only did De Beers understand it had to control supply (buying up and closing down any diamond mine discovered), they had to control demand. They had to make it sentimental. And Americans were the perfect suckers. They targeted the US specifically for our marketability. This campaign is less than 70 years old yet has become so ingrained in our culture that the diamond engagement ring has become the ultimate symbol of how much the relationship, the girl, and love itself is worth.

Un des mythes qui entoure les diamants est qu'ils sont rares et donc prщcieux. Faux :

All gems are valued based on their rarity (as are most things in life). But diamonds are abundant. De Beers has a huge vault where they keep most of the world's supply of diamonds. If it ever got released into the market, the way it would be if they weren't a monopoly, diamonds would be worth nothing.

Р lire aussi sur Slate : Diamonds Are a Girl's Worst Friend.

• mardi le 25 septembre 2007 р 11:13