Story perspectives

De Beers CEO Takes Stand Against 'Diamond Con' Crisis

7/20/2025

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Summary

Story summary

De Beers CEO Al Cook is on a mission to shield couples from what he calls a “huge con” in diamond buying. With a bold initiative, he aims to breathe new life into the storied brand and rejuvenate an industry that has seen a dramatic downturn over the last century.

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Story summary

De Beers CEO Al Cook is on a mission to shield couples from what he calls a “huge con” in diamond buying. With a bold initiative, he aims to breathe new life into the storied brand and rejuvenate an industry that has seen a dramatic downturn over the last century.