![]() ![]() After trekking 124 miles through the bush to a settlement called Bethanie, the agent persuaded Josef Frederiks, a chief of the Nama people, to sell the scorpion-infested desert around Angra Pequeña for gold valued at £100 and two hundred loaded rifles. In 1883 Adolf Lüderitz, a tobacco merchant and adventurer from Bremen, dispatched an agent to Angra Pequeña, a desolate natural harbor on Africa’s South Atlantic coast and the gateway to one of the last territories on the continent that hadn’t been claimed by European powers. The colony known as German Southwest Africa (now the nation of Namibia) was born out of a monumental swindle. Ovambos working in a diamond field under the supervision of a German foreman on horseback, German Southwest Africa (now Namibia), early 1910s His son, Nicholas, took his place and headed De Beers until it was sold to Anglo-American.Image Collection of the German Colonial Society/University Library, Frankfurt am Main The most famous campaign he launched was in 1947, coining the iconic slogan "A diamond is Forever," which was later chosen as one of the 10 best advertising slogans of the 20th century. He teamed with American advertising company NW AYER and in 1938 launched the first diamond and diamond jewelry promotional campaign in the United States. Many opposed the move, arguing that diamond advertising would make them look cheap, but Oppenheimer argued that increasing public awareness of the luxury product would increase the demand for diamonds among a wider public. Oppenheimer contributed greatly to the promotion and marketing of polished diamonds through advertising, which was never done previously. Even after retiring, Oppenheimer used to arrive at De Beers' offices and contribute to the company from his experience. Under his leadership, the company's value soared from $4.5 million (in current terms) to about $1.65 billion some 30 years later. Soon, he became one of the richest people in the world. Among other things, he conceived and promoted De Beers' polished He expanded the company's activities from mining to other fields, including banking, real estate, etc. The younger Oppenheimer joined the company and upon his father's death in 1957, was appointed chairman of Anglo American and De Beers. ![]() ![]() After his father's death, he devoted all of his time to the family business of the Anglo American Corporation and De Beers.Įrnst Oppenheimer founded the Anglo American Corporation in 1917, and the company eventually took over De Beers. Oppenheimer openly opposed the apartheid regime instigated by the ruling party in South Africa in the second half of the 20th century, and served as an opposition member in parliament. He then turned to political activity in the South African parliament. Oppenheimer was born in Kimberley, South Africa, where a large diamond discovery in the 19th century triggered a "diamond rush." He was educated in England, where he received a bachelor's degree from Oxford University in 1931. Harry Oppenheimer served as chairman of Anglo American and De Beers between 19. Harry Frederick Oppenheimer ( 1908-2000) was one of the most prominent and important figures in the diamond industry and the son of Ernst Oppenheimer, the founder of the Anglo American Corporation, which took over, what became, the world's largest diamond company, De Beers. ![]()
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