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How De Beers Invented Diamond Pricing
In this episode of Pricing Power Podcast, Lucas and Luna unpack the century-old pricing strategy that made a diamond the universal symbol of commitment. Starting with the discovery of huge diamond deposits in South Africa, they trace how De Beers consolidated control over global supply, created artificial scarcity, and commissioned the 'A Diamond Is Forever' campaign to lock in consumer demand — all while holding wholesale prices remarkably stable for decades. They discuss the famous '10 percent rule' (retailers mark up 100% above wholesale) and how De Beers's grip…
The skinny
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