Coloured Diamonds

The Best Kept Secret

most people have never even heard of colored diamonds. Almost all of the publicity and advertising for diamonds is slanted towards convincing consumers that white, or more accurately colorless, is the only desirable colour for diamonds, and that diamonds with a slight tinge of yellow or brown are less attractive and therefore less desirable. While we would broadly agree with this, diamonds do occur in a wide variety of colors. Many of these colors are very attractive and the diamonds are even more desirable than colorless ones. This is especially true of intensely colored diamonds. You may wonder why, if colored diamonds are so fabulous, why don't you hear more about them.

Coloured Diamonds Are Very Rare!

Probably the main reason why colored diamonds are hardly ever promoted is the very fact that they are so rare. Why bother to promote something with a very limited supply that you can't get enough of? De Beers, who own or control about half the world's diamond mines and marketing, have their own collection of natural fancy colored diamonds, which they keep for themselves, and which are not for sale. It might even be harmful to their marketing if consumers decided that colored stones were more interesting and exciting than colorless ones.