The tradition of putting diamonds on engagement rings is less than a century old, but some 80% of engagement rings in the U.S. now bear them. Learn how a cartel and an ad campaign created such a pervasive demand for diamonds in today's episode of BrainStuff, based on this article: https://money.howstuffworks.com/true-story-blood-diamonds.htm and this video: https://www.youtube.com/watch?v=IceJ-gUm-gQ. To learn more about the De Beers cartel, check out the episode of Stuff They Don't Want You To Know 'Diamonds: The Conspiracy' https://omny.fm/shows/stuff-they-dont-want-you-to-know/diamonds-the-conspiracy