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![WSJ Avatar](https://lunarcrush.com/gi/w:24/cr:twitter::3108351.png) The Wall Street Journal [@WSJ](/creator/twitter/WSJ) on x 20.8M followers
Created: 2025-07-19 18:11:58 UTC

De Beers's chief executive wants to save a generation of lovers and newlyweds from what he calls a “huge con” when it comes to buying diamonds—and in the process rescue his iconic brand from an ominous decline.

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XXXXXX engagements

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**Related Topics**
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[Post Link](https://x.com/WSJ/status/1946634131435130969)