Diamond Sales Set To Skyrocket In Opposite World Here's a preposterous contrarian strategy: Evil diamond merchant De Beers is more than doubling its marketing spending this holiday season, because they have "new research showing diamond jewelry will be the number-one gift for the holidays in 2008." Oh really? Diamonds made out of compressed spam , boiled into a thin soup and served with watery Kool-Aid , maybe. De Beers says their ad campaign will be "philosophical." That philosophy is egoism with a touch of apocalypticism . [WWD ]