Are Diamonds Even a Luxury Anymore? De Beers Reckons with Price Plunge

"De Beers chief executive Al Cook wants to save a generation of lovers and newlyweds from what he calls a “huge con” when it comes to buying diamonds.

...

London-based De Beers almost single-handedly persuaded generations of consumers that love wasn’t genuine unless it was sealed with a diamond. "

paywall: https://archive.ph/7keFx