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The De Beers we knew is now gone

In the past two decades, we have witnessed the gradual transition of De Beers from an ivory-towered monopoly to a commercial venture struggling to shake off its past and find a new way.

Marketing to Beavis and Butthead

They aren’t the largest or wealthiest age group. They don’t lust for luxury and are immune to slick ads. But Gen Xers are wired to family and peers, making their influence hard to ignore.