Keller & George at
Did you know that diamonds are…not rare? There’s an entire swaths of diamond fields waiting to be mined in the earth’s bowels. So why are these stones expensive and why do we think they’re rare? It all boils down to marketing. When a huge mine was discovered in South Africa in the thirties, it was both a boon and bane for diamond companies. Suddenly, they have plenty of supplies but that would drive down diamond prices and jeopardize diamond investments. Through advertising and marketing campaigns, diamonds were made to appear rare, though; hence, the general assumption today. However, what makes diamonds truly rare is not the raw stone, but the way the stone is finished. In essence, a diamond is really rare if it’s cut, polished, and finished like a FireMark
FireMark is available at Keller & George on Millmont St., Charlottesville.