De Beers, the world's biggest producer, created the industry and developed the ''Diamonds are Forever'' tagline that was voted as the best slogan of the 20th century by Advertising Age. Monroe's recording of Diamonds Are a Girl's Best Friend and Hepburn's Breakfast at Tiffany's film
helped cement an allure in consumers' minds, spurring a boom in demand. While the growing popularity of coloured gems is reflected in the shop windows on London's Bond Street, diamonds are still the first choice of
consumers who are better educated about the stones.
''Coloured stones are mainly bought by more experienced customers who already
have diamond pieces,'' said Richard Campbell, whose family runs the jeweller
Lucie Campbell on New Bond Street. ''It's incumbent on the buyer to have
confidence in the jeweller or their own knowledge.''
Compliments of Gem Find.
helped cement an allure in consumers' minds, spurring a boom in demand. While the growing popularity of coloured gems is reflected in the shop windows on London's Bond Street, diamonds are still the first choice of
consumers who are better educated about the stones.
''Coloured stones are mainly bought by more experienced customers who already
have diamond pieces,'' said Richard Campbell, whose family runs the jeweller
Lucie Campbell on New Bond Street. ''It's incumbent on the buyer to have
confidence in the jeweller or their own knowledge.''
Compliments of Gem Find.
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