Where Did the Idea of Diamond Rarity Come From?
Diamonds really were scarce once. For centuries, gem diamonds came in small numbers from riverbeds in India and, from the 1700s, Brazil. That changed in the late 1860s and 1870s, when large deposits were found in South Africa and the challenge for mine owners became too many diamonds rather than too few. By the late 1880s the major South African mines had been consolidated under one company, De Beers, and controlling how many stones reached the market became the business model.
For much of the twentieth century, De Beers sold most of the world’s rough diamonds through a single channel, the Central Selling Organisation. Producers had strong commercial reasons to sell through it, and De Beers sorted, valued, and released stones in quantities meant to keep prices steady.
When demand softened, more stones were held back. When demand was strong, more were released. As a result, diamond prices were far steadier than those of most commodities, which rise and fall with supply and demand.
That system began to loosen in the 1990s and 2000s, as major mines in Australia, Canada, and Russia sold more of their output through their own channels. In the early 2000s De Beers moved away from its role as the market’s stockpiler and refocused on its own production and brand. It remains one of the largest producers today, but it no longer controls supply for the whole market.
That era is where the idea of diamond rarity took hold. Managed supply, together with decades of famously effective advertising, taught buyers to think of every diamond as rare. Prices formed over those decades do not reset overnight, and the idea has outlasted the system that created it.


















