De Beers

“In Japan, they, they're like, oh, we have no market share in Japan. They go, they do the same marketing playbook there. It goes from five percent of brides have a ring to 60% in 20 year, in a 20 year period, and De Beers owns 70% of that market share, right?”

“So they broke up the monopoly and now they shifted from like 90% market share to 30%. And then they started rolling out their own retail stores and profits have gone up, but they're kind of like their you know, their control has gone down.”

“Normally a lab-grown diamond will cost like 30 or 40% the cost. So it's like a 50, 60% discount. And, but they started pricing theirs at like a 90% discount of a real diamond just to ruin the market value of the brand perception of lab-grown diamonds.”

“Over the next hundred years, De Beers becomes this monopoly. They control 90% of the supply. And the reason diamonds are considered rare is because De Beers owns all the supply and they just limit how much they produce from the mines. They could produce 10 tim…”

“They ran this campaign called the diamond is forever. And it was this idea that like diamonds are special because up until the 19 forties diamonds were special, but they weren't nearly as special as we think they are now. And they also came up with this insane…”