Diamonds have undoubtedly become the most prominent gemstone in popular culture, with 86% of engagement rings in the United States being diamond. The popularity of diamond-studded jewelry in American hip-hop culture has also exploded, leading to an even further glorification of diamonds as a status symbol. However, demand for diamonds was not always so high and De Beers, which until recently held arguably the strongest monopoly in history, was able to utilize brilliant marketing techniques in order to embed diamonds into everyday life around the globe and set market prices to make incredible profits. Recently, a slew of antitrust laws against the company has diversified the market and growth in the efficiency of lab-made diamonds promises to benefit consumers.
