The Invented 'Four Cs' Standard
30:54–33:09 · 135s
Rosie explains how De Beers and its ad agency created the 'Four Cs' grading scale to keep demand—and prices—high for even the smallest diamonds when Russian mines flooded the market.
30:54–33:09 · 135s
Rosie explains how De Beers and its ad agency created the 'Four Cs' grading scale to keep demand—and prices—high for even the smallest diamonds when Russian mines flooded the market.
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