As the Diamonds Spread

As India stands as the fastest growing international diamond industry, it is expected to be chosen by the United Nations to take responsibility of the Kimberley Process. However, these diamonds are passed through the polluted port of Surat, India. Their industry contradicts their selection to take over the Kimberley Process, due to their foul sweatshops and factories. Their fastest growing industry employs over one million people and turns over about $8 billion a year. However, an investigation held by The Observer discovered a dreadful effect: evidence of sale of conflict diamonds from the black market of Liberia (markets banned by the UN).
India's under developed economy has prevented their markets to seperate conflict from legitimate diamonds. Diamond sellers from bazaars faces a downfall in their business as certain processes have prohibited conflict diamonds from being sold. Some sellers claim that they cannot distinguish the origin of the diamonds and "business [here] is done with cash and no questions." India and its undeveloped state is depicted through their cracked pavements, tired workers and hundreds of black-market dealers. They smuggle conflict diamonds into the country in order to make a living, yet unable to realize the consequences which derive from such actions. Human suffering in Africa isn't the only problem which comes from blood diamonds, but these problems spread to other nations such as India. Blood diamonds are not usually a threat to the Indian government, but encourages the foul conditions of human (child as well) labor.

De Beers' Conflicting Image

DeBeers, once a monopoly of diamond mining and manufacturing for a hundred years. It is a cartel of companies which participates in rough diamond explorations, mining and trade. The company was founded by Cecil Rhodes and the multiple companies within De Beers are responsible for about 40% of diamond production in the world. They have created an increase in the desire for diamonds with their famous slogan: "A diamond is forever." However, advocates play against this advertising line due to De Beers' success from conflict diamonds. Their diamond market derive from South Africa by British owners and own about 70% of diamond mines in Africa. The discovery of the Kimberley diamond fields in the late 1800s became a major source of De Beers' profit and rise to the company. The sudden renaissance of Kimberley has been attributed to new diamond discoveries in what De Beers regarded for years as worthless land – at least for mining. And that has fed rumors in the close-knit international diamond community that Kimberley has become a major laundering center for Africa's "conflict diamonds". Human rights groups accused it of purchasing illicit diamonds from African rebels as well. De Beers was placed in a troubled situation where their clean luxurious image have been tainted. De Beers seeks to improve their image by promoting new policies concerning conflict diamonds. Their policy applied to all of Africa: they would only purchase and trade legitimate diamonds which were not used to fund rebel groups. They also developed a zero-tolerance policy later in 1999 and stopped all outside trade and purchase of diamonds in order to guarantee their conflict free status of the company.



A fellow blogger comments on De Beers position on conflict diamonds:



"Let's not forget that the De Beers company has had a monopoly on diamond mining and manufacturing for a hundred years. I know... you already know these things. So why am I bothering to beat this dead horse? I am a media scholar, and it is the media aspect about diamonds that makes me so sick. If diamonds weren't overpriced status symbols, weren't harvested from mines by slaves under the stress of immeasurable brutality and suffering, if the polishing wasn't done by child labor, and if their manufacturing wasn't almost completely operated by a single corporation, I'd still have the following reason not to buy one."


De Beers Commercial

Diamonds: The Real Story--National Geographic

Many of the public are unaware of the consequences of diamonds and the tragic reality behind Africa's diamond trade. The media explores these truths and tries to expose the facts to the public, allowing them to think twice before purchasing a diamond.

Diamonds: The Real Story (National Geographic) -- "Funneled through secretive networks, these precious gems can carry a huge cost in human suffering. "

This article explains the true value which people perceive in diamonds. They often view it as a form of currency; a source of money which maybe used anywhere in the world. Mark van Bockstael of the Diamond High Council in Antwerp remarks “They back international loans, pay debts, pay bribes, buy arms. In many cases they are better than money.” No wonder the revolutionary army are so fond of these precious stones. Diamonds have become a financial benefit for the army, but also sacrifices human rights, health, and lives.

As diamonds enter the market, the significance increases with new profound values. De Beers have longed associated diamonds with love and emotion, and used these connotations of diamonds to market their product. Their long used slogan: "A diamond is forever" have associated with the ideas of love and devotion and increasing cultures expect diamond rings for engagement and marriage. These are the images imposed onto the public by diamond industries. Their powerful meaning of adoration and devotion are reflected through the attractive glimmer and shimmer. However, under the thin beautiful glittering layer lays the tragic consequences when mining such stones.

Hip-Hop Takes on Conflict Diamonds

Even though the film, Blood Diamond, increased the awareness of the human tragedy to the public, other media related factors spoke out against this operation. Rapper, Kanye West, recorded a song "Diamonds are forever" in his album Late Registration to expose the devasting truth behind the marketed slogan: Diamonds are a girl's best friend. West employed hip-hop music to express the concerns over immoral justice of the abuse imposed on humans in Africa.

His lyrics challenged corporate boardrooms, producers, and consumers to take note of the bloodshed and death occuring in Sierra Leone due to the unfully resolved tragedy of conflict diamonds. He addresses the unjust consequences experienced int he lives of Africans, where their suffering and death benefitted the diamond markets and businesses insuring "high and stable global prices for diamonds" as well as the Revolutionary United Front (RUF).

Lyrics to "Diamonds are Forever"