HUNGER FOR MORE

DE BEERS GOES AF­TER THE ASIAN DI­A­MOND MAR­KET

Finweek English Edition - - COVER STORY - BY DAVID McKAY

Speak­ing for the tongue-tied male half of the species, a di­a­mond ring de­liv­ers a cer­tain coup de grâce to a mar­riage pro­posal. First, it’s sparkly. Sec­ond, it’s ex­pen­sive. And, third, per­haps be­cause of the sec­ond point, it means we’re se­ri­ous.

Yet the ques­tion is, how can a shiny, glass-like stone carry such res­o­nance? What so­cial meme jus­ti­fies the aban­don­ment of sense, and such a reck­less raid of the an­nual purse?

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