On Marketing Magic

Gabi Tolkowsky writes:

During the 1960s marketing diamonds changed. It opened up the market for owning diamonds to everyone. People began to buy diamonds because they could. Millions of individuals started buying diamonds. Each person had an individual sense of beauty, and each one wanted to have something individual. The industry started to design more jewelry, much of which had diamonds with the same style of cut. Consumers became more sophisticated and they wanted something unique for themselves. Then cutters began to study more—how could they make diamonds have more light, more brilliance? This is how you start to invent new cut. As a cutter you see the transformation of the rough to polished. You see what is firey and if you are creative, you can invent a new cut.