Diamonds are sparkling, but would you be a sucker to invest?

Investing in diamonds used to be for experts – or mugs. Now the market is opening up to DIY investors

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(Image credit: 2007 AFP)

SOMETHING slightly crazy is going on in China. In what seems to be a topsy-turvy assessment of values, Danone is giving away diamonds to boost sales of powdered milk.

Locals see the French dairy giant’s move as a none-too-subtle ruse to distract attention from the dirt thrown in recent food safety and pricing scandals, but even so, the campaign has sparked widespread interest. You’ve got to admit that, when it comes to choosing what to feed your Little Emperor, the lure of a shiny bauble beats a Mothercare voucher hands down.

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writes profiles for Money Week and is City editor of The Week.