'Diamond time': Constructing time, constructing markets in the diamond trade

This article examines the ways in which time is revisioned within the marketing discourses of the diamond trade. Time, it is argued, is a key component in the ways in which consumers are interpellated as buyers of diamonds. The article explores a series of time 'frames' in order to excavate the ways in which time is used in marketing rhetoric and strategies. Crucial to the strategy is the rupture between labour time and 'diamond time' which concentrates upon romantic evocations and the role of diamonds as signifiers of love.