All tagged The Economist

De Beers & Diamond Marketing

As many are aware by now, those "rules of thumb" were old marketing campaigns by De Beers to "guide" the amount of money spent on diamonds. Initially De Beers set the price point at one-to-two months' salary. Since it was so successful, they later pushed for two months' salary, and then three months'. They are antiquated sayings now, but you can still find the old ads on Google... CONTINUED