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De Beers Launches Amulet Collection

 - Dec 25, 2008   Updated: Mar 30 2011
References: luxury-insider
These African amulets symbolize optimistic meanings including, but not limited to: love, hope and fresh beginnings. De Beers, the diamond cartel, is launching an Amulet Collection for those interested in a new glitzy, ethnic chic style.

Rings and pendants are available worldwide. The diamonds are set in 18 karat white gold, many taking the form of African tribal masks.

Implications - Embracing the rich cultures of the world in order to create valuable and sought-after accessories is a definite innovation gold mine. Consumers are always impressed when an item incorporates complex and rich symbolism in its design, as this adds a level of mystery and sophistication beyond the traditional or the expected.