A growing industry
Faced with the unstoppable growth of the synthetic diamond trade, major corporations have decided to enter the market themselves.
Companies now offer their own trademarked synthetic diamonds and have even established dedicated branches to sell jewellery designed specifically for synthetic diamonds, priced much lower than their natural counterparts.
Towards the end of the film, a meeting of diamond dealers is shown where the most prominent among them declares that his company will not include synthetic diamonds in their price lists or sell them in their stores because "diamonds are a symbol of eternal love" bestowed by nature, and so on.
The documentary alludes to the lingering, unanswered question: What really holds and defines the value human beings perceive?
If a stone can now be manufactured infinitely, what does that do to the value ascribed to it? Does it remain a symbol of wealth and luxury when it is seen as a composition in a matrix form of crystals of material with little commercial value? Can a diamond remain a symbol of wealth and luxury, a rare and discovered wonder, if it's available by other means?
The power of propaganda
What significance would diamonds – and other natural stones and crystals – hold without the meticulously crafted and systematic propaganda that convinced millions of their exceptional nature and quasi-magical value? Or their perceived ability to rekindle passion and perpetuate love?
Claims that the number of natural diamonds is limited can now be refuted mathematically and scientifically. Can diamonds hold the same allure now they are not necessarily associated with the unknown, the deserts, and the jungles?
There are no straightforward answers to these questions. Philosophers are no strangers to discussions over the concept of value, which has never solely been the preserve of economists, with ethicists and sociologists part of the same debate.
One answer may be that any material product loses much of its value when the symbolic or perceived part of its worth is removed.
An old family photograph can be of immense value to one person and worthless to another, who knows nothing of the people in the picture. The true value of such an image is in the eye of the beholder.
This leads to another question: What is the essence of value? It does not stand alone, as it cannot be separated from what it represents or symbolises.