By  on November 13, 2017

When LVMH Moët Hennessy Louis Vuitton handed its diamond ring back to De Beers in March, severing a 16-year retail joint venture known as De Beers Diamond Jewellers, the markets shrugged. After all, everyone — De Beers, LVMH, the diamond consumer — had already moved on.

Analysts described it as an experiment that didn’t work, and they were right: During those 16 years LVMH and De Beers, which had planned to create one of the largest jewelry companies in the world, had both found more efficient ways of building scale in the fine jewelry space: LVMH bought the megabrand Bulgari and De Beers put its muscle behind Forevermark, its collection of branded diamonds and jewels.

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