How Bling Became the Thing

It doesn't have the same marketing muscle behind it as “A Diamond Is Forever” or “Past, Present, Future,” and yet no term has been more closely associated with diamonds in the last few years than “bling-bling.” It's fascinating—and perhaps telling—that for all the marketing initiatives undertaken in the last few years to spur demand for diamonds, the most high-profile diamond trend in decades grew organically with little industry prodding. For the last 10 years, hip-hop artists have not only worn diamonds but also embraced them as part of their lifestyle, which has prompted an entire subculture to embrace diamonds as well. It's hard to quantify how many sales the trend has led to. The people at the Diamond Trading Company account at ad agency JWT declined to talk to JCK about the bling-bling phenomenon. Yet there is no question it has delivered substantial incremental

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