I’ve posted many entries about how a Frontline program about diamonds and DeBeers’ control of the market opened my eyes to the myths behind the marketing of this sparkly gem. More recently, the media attention towards “conflict diamonds” has not appeared to have dulled the engagement ring sheen. And you may have noticed that jewelers now advertise their own unique brands and cuts of diamonds in order to differentiate and control their product. National Geographic’s March issue features “Diamonds: The Real Story.” From the excerpts on the site, the article appears to cover much ground, from DeBeers’ latest marketing tactics (promoting that sparkly ring in China) to the historical significance of Indian royal jewels, and the shady journey from mine to consumer including the sometimes stressful shaping of rough stone into perfectly polished gem.