Just as in the majority of sectors, independently of beauty or rarity, the primary law that rules the market for color diamonds is the composition of inventory. The main aim is to sell the items that are most in stock, and this is where marketing plays a role.
In relation to color diamonds, the most striking example of a successful marketing campaign is that of Argyle. In the world of color diamonds, Argyle is in a category of its own: it's the only mine that distributes as well as markets its products. With a multi-million dollar annual marketing and advertising campaign, Argyle has placed its pink diamonds among the most demanded stones. Moreover, in addition to its exceptionally beautiful pink diamonds, Argyle also produces large amounts of brown diamonds that its marketing service had the good idea to name "champagne" and "cognac".
This powerful strategy has strongly enhanced the retail value of these diamonds without this being due to their beauty or to their rarity. But even marketing has its limits since even these stones have not yet reached the price levels that you will find for orange brown ("amber") and yellow brown (also called "champagne") diamonds, which are much rarer and much more expensive.