Creating Desire in the Diamond Industry

The specialized world of the diamond industry is one that doesn't receive much press beyond its own internal participants. The mainstream business news rarely includes this interesting and ever-evolving sector. But recently, UK broadsheet, The Guardian, ran a triumphant piece on a new world record sale of $35m for a rough diamond discovered at the Cullinan site in South Africa, by Petra Diamonds. Chief executive, Johan Dippenaar, was photographed holding the 507 carat monster with a broad grin on his face. Yes, you would be smiling too.
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