The emotional and symbolic value that has been associated with diamonds for decades is due to an effective business strategy and, especially, to an excellent marketing campaign sustained over time that has managed to establish the idea that this stone is a declaration of love and commitment.

Until the end of the 19th century, diamonds could only be found in remote places, such as India and Brazil, and production was very small. But around 1870, diamond mines began to be exploited in South Africa, causing the flow of these minerals on the market to skyrocket and their price to plummet. Diamond-producing companies decide to join together to create a monopoly and control the price of diamonds. Thus De Beers Consolidated Mines was born.

The company not only took control of the supply and demand of the product, acting in a similar way to gold and other precious metals, but managed to turn diamonds into the greatest demonstration of love.

He launched his famous advertising campaign with the slogan “A Diamond is Forever” in the 1940s, which was considered the best advertising slogan of the 20th century. It promoted the idea that a diamond was an eternal symbol of love, and that it was the perfect choice for an engagement ring. The bigger and better the quality, the greater the token of love.

De Beers’ strategy was so solid that even now that the company no longer has a monopoly on the market, its competitors are following in the wake of its marketing campaign.
If you have something to celebrate, Setdart encourages you to celebrate with diamonds. In the upcoming auction on 13 March, we present a varied selection of pieces to add to your jewellery box, very special and timeless pieces, classic, versatile, to suit every personality and every occasion… and all with diamonds: