“A Diamond is forever”
- DeBeer’s mining corporation slogan
At the end of the 20th century there were many people trying to come up with “The Best of the Century …” lists. One of those compilations involved advertising slogans. What slogan had the most impact to consumers? The judges eventually decided that “A Diamond is Forever” was the most significant phrase. Those of us in my generation remember those ads. More than any other ad it would influence the buying of jewelry for everyone.
Below are actual ads from major magazines.
It was the slogan of the DeBeers Mining corporation headquartered in South Africa. Cecil Rhodes, it’s founder, at one point controlled more than 80% of the world’s diamonds making it the most powerful monopoly in the world. It is a bloody history that eventually came to an end when other companies and countries finally broke DeBeer's stranglehold. Today, DeBeer’s, while still big, is a mere shadow of it’s former self.
And it is this story that shows the paradox that is South Africa. It is an exquisitely beautiful country filled wilth natural treasures along with a history that is draped in unspeakable violence. For this reason, it is a compelling place to visit. It’s record of racial violence is one of the few countries that may exceed the United States in cruelty to people of color. Yet, out of that horrific maelstrom rose a man of such grace and stature that he was beloved by the world. He brought about a healing that is still going on today. Again and again, South Africa is full of enigmas.
Our ninth episode of the ‘Road to Bali’ will take us on a journey of more than 16,000 miles. It will be our first time in the Southern Hemisphere. We have planned a curious trek because our route will take us through two of the richest countries on the planet, all the way to the Cape of Good Hope in Africa, and finally to one of Europe’s oldest cities.
Like any traveler to Africa we hope to see some of the magnificent wildlife indigenous to this region. Much of the economy of South Africa (along with Kenya and Tanzania) is dependent on tourist Safari trips. And why not? With climate change an increasing reality we may lose many of these awesome creatures to the changing planet. We wanted to take the time to try and see them in their natural home before it is gone.
Curiously all the ads for the various excursions promote seeing “The Big Five” animals. The “Five” are the elephant, lion, water buffalo, leopard, and Rhinoceros. Why these? Well they are certainly special animals but, they got the “Big Five” designation because that was the bucket list for big game hunters to shoot. What started off as a kill list has become a marketing term of Safari conservation trips.
We will also briefly visit, because of our itinerary, the Arab Gulf States of Qatar and Abu Dhabi, both of which have fascinating stories of their own . And finally on the way home, we will spend some time in Madrid Spain.
I invite you to join us on this episode. We are excited to explore a part of the world we never thought we would see. This blog is an attempt to try to understand what we are seeing and reflect on the changes we experience in ourselves.
“Life is not a private affair. A story and it’s lessons are only made useful if shared”
- Dan Millman
See you down the road!
Comments