Until Starbucks is selling fair-trade diamonds alongside its ethical coffee, this documentary has not done its job. Meanwhile, it is a gripping picture of the world and the myth behind the much-loved stone.
The opening scenes are more patronising than a Kevin Rudd press conference but the ideas are compelling.
Once the interviews take over, the weight of fact is overwhelming: diamonds are sold as an idea, that idea is eternity and that eternity comes from mines staffed by the poorest people in the world.
This is the most detailed look at an industry created largely by diamond company De Beers and advertising agency JWT. It looks at the outcomes of desire and the losses endured to feed what is ultimately an artificial market
The opening scenes are more patronising than a Kevin Rudd press conference but the ideas are compelling.
Once the interviews take over, the weight of fact is overwhelming: diamonds are sold as an idea, that idea is eternity and that eternity comes from mines staffed by the poorest people in the world.
This is the most detailed look at an industry created largely by diamond company De Beers and advertising agency JWT. It looks at the outcomes of desire and the losses endured to feed what is ultimately an artificial market