DeBeers Amulet Collection
September 21, 2008
DeBeers creates another legend to enhance the mystique of its diamonds, this one featuring benevolent spirits who lived in the stars—until the most mischevious of them played a prank that brought them all crashing to earth as diamonds. The Amulets Collection highlights each spirit, from Gugu-Juju, spirit of the dance and the prankster mentioned previously, to Nema-Gala, the spirit of laughter. DeBeers has cast itself as the “Guardian of the Secrets of the Diamonds” in a Lemony-Snicket-esque movie clip on its website.
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