Earlier quoted context omitted.
Even if they succeed (edit: with that fake-vs-natural campaign), what if the next step introduced artificial flaws and impurities?
Probably but I doubt they'll be successful. For decades they've talked about the flawlessness and purity of diamonds, now faced with a superior product they have to change everyone's minds. They could go the granola from the earth natural route but unlike organic farming, which evokes images of the stoic farmer, their image is of conflict diamonds and exploited children in dangerous mines. Couple that with the fact t…
I believe that with really good marketing (which De Beers can easily afford) this should not be a problem. For example the fact that Persian rug makers traditionally include deliberate small imperfections into their carpets
> https://skeptics.stackexchange.com/questions/32361/did-persi...
might be a good starting point for how one might create such a campaign.