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DeBeers controls 80% of the world diamond market. When an Australian mining company discovered diamonds, DeBeers convinced them to sign a contract with Central Selling Organization which is owned by DeBeers.

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De Beers created demand for a unique, sentimental item that could never be resold.

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The most remarkable aspect about the ability of De Beers to increase prices at will in the late 1980s was that many believed the De Beers's control of the diamond market had been slipping during the early 1980s.

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DeBeers has the ability to dominate the diamond industry because it makes contracts or agreements with any mines that find a supply of diamonds.