Diamond Empire

Diamond Empire is a two-part series that investigates how an advertising slogan invented by Madison Avenue executives in 1948 has come to define some of the most intimate and romantic rituals and ideals of this culture. The films take apart the myth that “diamonds are forever,” exposing how one white South African family, through a process of monopoly and fantasy, managed to exert control over the global flow of diamonds and change the very way this culture projects the notion of courtship, marriage, and love—an achievement all the more stunning given that diamonds are in fact neither scarce nor imperishable. Zeroing in on how the diamond empire managed to convert something valueless into one of the most coveted commodities in history, these films provide a vigorous investigation into how marketing and consumer culture shape not only global trade and economics, but also our very identities.