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|This paper describes the allure of diamonds over time and highlights the magic and mystery of famous diamonds. Consideration is given to the effectiveness of marketing in the diamond industry. It is concluded that diamonds are held as cherished possessions, valued far above their real market price, retained as valued heirlooms, and widely used as a form of highly liquid currency. In order to sustain value, both from an investment and jewellery perspective, demand has been stimulated to keep pace with growing global supply while the illusion that ?diamonds are forever? has been fostered to ensure that most diamonds, once sold, do not re-enter the market.|