The Journal

Diamonds have long made hearts flutter. Interestingly, their journey from ancient rivers to royal fingers is one that spans centuries. In the fourth century BC, India was already trading in these shimmering stones, and by the 1400s, they had become a fashionable flourish among Europe’s elite. Still, they were rare, and rare meant reserved for the few who could afford such extravagance. That all changed in 1866, when glints of brilliance were found in the earth of Kimberley, South Africa. From there, the modern diamond market was born. By the turn of the 20th century, De Beers had its grip on nearly 90% of the world’s diamond supply. Thanks in no small part to a post-war masterstroke in marketing, the now-iconic phrase “A Diamond is Forever” changed the status of this stone to embody everlasting love.