If there was ever an industry that marketing made, it is arguably the diamond industry.

Industry titan De Beers, with the help of American agency N.W. Ayer, turned the stone into a cultural symbol of love and a prerequisite for marriage. The slogan "A Diamond Is Forever" is one of the most iconic marketing slogans ever conceived and has been in use for decades.

But while a diamond might indeed be forever, the days of easy selling has proven not to be. Sales of diamonds are slowing and the industry faces a number of secular headwinds.

But what are those headwinds and how is the diamond industry responding?

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