Have you ever sold a diamond ?

In developing a strategy for De Beers in 1953, N. W. Ayer said: “In our opinion old diamonds are in ‘safe hands’ only when widely dispersed and held by individuals as cherished possessions valued far above their market price.” As far as De Beers and N. W. Ayer were concerned, “safe hands” belonged to those women psychologically conditioned never to sell their diamonds.