But as Edward Jay Epstein uncovered in “Have You Ever Tried to Sell a Diamond?” (February 1982), the idea that diamonds make a good investment is a false one. Diamonds, he argued, are nearly impossible to sell once bought because “any gain from the appreciation of the diamonds will probably be lost in selling them.” He recounted one test conducted by a British magazine: the editor bought diamonds in 1970 and tried to sell them in 1978, but could not sell them for a price anywhere close to the one he had originally paid. Epstein also wrote of a wealthy woman who tried to resell a diamond ring she had bought for $100,000 from Tiffany & Co. in New York City. After shopping the jewel around in vain, she gave up. The problem with selling diamonds, Epstein noted, was that the buyers, not the sellers, control the price:
To make a profit, investors must at some time find buyers who are willing to pay more for their diamonds than they did. Here, however, investors face the same problem as those attempting to sell their jewelry: there is no unified market in which to sell diamonds. Although dealers will quote the prices at which they are willing to sell investment-grade diamonds, they seldom give a set price at which they are willing to buy diamonds of the same grade.
In fact, Epstein argued, the reselling of diamonds was discouraged by the diamond giant De Beers, whose livelihood depended on the perception of diamonds as “universally recognized tokens of wealth, power, and romance.” In order to stabilize the diamond market, De Beers needed to instill in the minds of consumers the concept that diamonds were forever—even though, as Epstein pointed out, “diamonds can in fact be shattered, chipped, discolored, or incinerated to ash.”