That would do more than wreck a cartel. And it would leave millions of women pondering the nature of man's tokens of love. One source of De Beer's confidence is the ability of diamonds to captivate humans, especially women. Yet women as the motivating force behind the finding, and giving, of diamonds is hardly older than the De Beers empire itself. That is because De Beers is largely responsible for it.
Women always love to look at diamonds.
As for the men who usually pay for them, De Beers executives believe that the subtleties of the advertising make them willing, even eager, to do so. She's going to wear it for the rest of her life as a symbol of her love.