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Explore De Beers: The Death of the Diamond Empire with 2,063,956 views, 20,910 likes, and 2,312 comments. Experience the impact of this video content that has captured audience attention.

Diamonds are sold through romance, prestige, tradition, and a set of social rules that now feel so normal it’s easy to forget somebody had to create them. In this video I trace the rise and current collapse of De Beers and the diamond system it helped build: from the discovery of the first South African deposits and Cecil Rhodes’ monopoly, through A Diamond Is Forever, engagement ring spending rules, the suppression of the second hand market, and the extraordinary advertising campaign that turned one gemstone into a cultural requirement. I’m Mason, a jeweller and founder of Urban Sterling. On this channel I explore the materials, history, physics, economics, and craft behind jewellery. The industry is unusually opaque, and a lot of what consumers are told about gemstones and precious metals comes from inherited convention, advertising, or sales language rather than from understanding how the objects and markets actually work. If you’ve ever wondered why diamonds became the default engagement stone, who decided an engagement ring should cost months of salary, whether diamonds are actually rare, why they perform so poorly on resale, or what lab grown diamonds are doing to the natural diamond industry, this video should give you a much better idea of how we got here. My work: https://urbansterling.co My book: https://urbansterling.co/readblackbook Edward Jay Epstein article: https://www.theatlantic.com/magazine/archive/1982/02/have-you-ever-tried-to-sell-a-diamond/304575/ Animations by Prasoon Rahangdale: https://prasoonhere.pages.dev/ Chapters 00:00 Intro [00:56] Act I: The Stone of Kings [02:33] Act II: The Birth of an Empire [06:56] Act III: A Diamond Is Forever [13:10] Act IV: A War of Logistics [16:39] Act V: The Fall of the Empire [20:37] Outro Music: Nocturne in E-flat Major – public domain performance Clair de Lune – public domain performance Gymnopedie No. 1 - public domain performance Severeance - Karl Casey @ White Bat Audio https://www.youtube.com/watch?v=aFITtvK64B4 [0:46 - 1:05] [12:55 - 13:24] - 145 Poodles - Jake Chudnow [6:55 - 7:09] Atlas - Jake Chudnow Shona by Jake Chudnow Going Down by Jake Chudnow Used with permission, thanks Jake :D /jakechudnow Outro music - Xenogenesis by TheFatRat DISCLAIMER: I am a jewellery designer, not a historian or economist. I’ve made every effort to cross reference historical, technical, and market claims against primary sources, contemporary reporting, books, gemological references, and other independent sources. Complex subjects have been condensed for a documentary format, and some conclusions presented in the video are my own analysis based on the available evidence and my experience working with jewellery and gemstones.

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