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De Beers: Diamonds are for Asia

Strengths:

• There are commonalities in diamond perceptions more than differences
• Average price of every piece sold was more than twice of US or Europe as size and quality of diamonds is greater.
• 1990 help the jewelry industry to develop
• Diamond acquisition threshold in China was a house hold income of 250 USD per month.
• Expanding group of newly wealthy people, openness to change
• About status within your peer group. Even people on low monthly salaries would buy a high quality diamond: it was a family driven purchase.
• American market is booming.
• If you are modern women you feel confident and successful if you are a traditional you feel valued and proud.
• For women, jewelry was an expression of self-enhancement, a symbol of femininity.
• Demonstrating the status of the wearer and the family.
• Women buying diamonds for themselves, for the joy of wearing them invested in jewelry in case of emergency.
•......

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Approximate Word Count: 1661
Approximate Pages: 7 (250 words per double-spaced page)

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