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  1. I didn’t watch the commercial the first post, but I have now. Like all jewelry, it’s all about bling, a.k.a., human nature, a.k.a., vanity. Just consider it from a purely rational point of view. Diamonds, or other “precious stones”, are more valuable than cheap stones because of qualities that are hard to discern. They are harder, something only discernible by measurement, and they have a higher refractive index, only discernible by close observation. I submit that no one, not even a jeweler, can tell a diamond from a zircon from across the room. Precious stones are brittle, something different from hardness, and can be chipped or damaged. And as far as artistic value, I thought the woman’s bracelet was positively gaudy and uninspired.

    I read somewhere that the inspired slogan, “Diamonds are forever” was instrumental in boosting their popularity, and hence their price, worldwide. I have seen evidence, but can’t find the link, that many diamonds, being controlled by only a few companies, have been stashed away to artificially boost their market price. And, consider this from a CBS 60 Minutes link:

    Diamond production has increased enormously in the 20th century. India’s maximum production, perhaps 50,000 to 100,000 carats annually in the 16th century, is very small compared to the current production of around 100 million carats.

    For the most part, except for major wars and economic recessions, diamond production has been steadily increasing since then, with non-African sources growing in relative proportion. Major production is now dominated by Australia, Botswana, Russia, and Congo Republic (Zaire), but South Africa is still a major producer, in both volume and value.

    • Definitely about the bling. That’s why I questioned the propriety of the ad in America’s tough economy. Aside from wedding rings and other especially meaningful items, I don’t see putting a lot of money into expensive jewelry, and certainly not if one’s budget won’t support it.

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