# How De Beers lost its sparkle

- Source: FT Home
- Published: 2026-11-02T05:00:09+00:00
- Category: Business
- Original: https://www.ft.com/content/507e885e-2f61-43ab-a263-4e19850520d4?syn-25a6b1a6=1
- Canonical: https://groundlevelnews.com/story/how-de-beers-lost-its-sparkle-58443f/

After years of decline, the jewellery industry has pinned its hopes on a new advertising push to restore the lustre of natural diamonds

_Ground Level News shows a short summary only; the full article and all rights belong to FT Home._