Earlier quoted context omitted.
It's mostly about the emotional attachment. If you find two identical pens, and one of them was used by a famous writer, you would expect a price difference. There is no difference in the quality of those pens. They both work the same, and using the writer's pen will not make you a better writer by itself. I personally would not buy a natural diamond because of the ethical issues, but I do understand the students who…
"Okay class, child labour, a few thousand poor people dead, terrorist groups starving hundreds of thousands, destroying schools and libraries. That is where diamonds come from. How many would still want a natural diamond because diamonds are forever?" The elephant in that lecture hall was probably the hypocrisy. I think if you still raise a hand after hearing all that, the issue isn't branding at all. It's narcissim,…
I talked about this with my wife recently, and even though she had a vague idea of the horrors that mined diamonds bring, she'd still continue to buy/want mined diamonds. She sees mined diamonds as more "real", and finds it difficult to believe that her diamonds in particular would be part of the problem - as if it somehow would only affect diamonds purchased in dodgy, back-room deals. She seems to think it's OK because "everyone else does it". No amount of discussion of verifiable facts seems to change that view; indeed, she got quite annoyed with me, and didn't want to discuss it any further.
A large part of the problem is conditioning, through both advertising and tradition. In the west, we are conditioned from an early age to believe that "diamonds are a girl's best friend", that women should accept nothing less that a "real" diamond, and that men should spend some silly multiple of their salary when buying such a diamond. Diamonds are synonymous with luxury.
What we really need is a big, sustained campaign against mined diamonds, really putting the horrors in the faces of potential customers, so they have to accept the damage mined diamonds cause,and accept that they are part of the problem. Such a campaign probably needs to be fronted by celebrities - inspirational figures that people will listen to.
I whole-heartedly applaud Pandora for making the first move here - hopefully this will help to break the stalemate and be the start of a much bigger movement.