Luxury Marketer

Retail

The real creator of desire in luxury Open to all readers

September 4, 2026

Red diamonds are so rare that they sell for more than $1 million per carat. Image credit: AI image created by Jon Colbeth Red diamonds are so rare that they sell for more than $1 million per carat. Image credit: AI image created by Jon Colbeth

 

By Jon Colbeth

Have you ever seen a red diamond in person?

Most people haven’t.

They’re so rare they sell for more than $1 million per carat.

A white diamond?

$1,000–$20,000 per carat.

Same carbon.

Same chemistry.

Same basic structure.

But one is everywhere.

And one is almost impossible to find.

In ultra‑luxury, desire isn’t created by the product or client experience alone.

It’s also created by availability.

Jon Colbeth Jon Colbeth

Sparkling thought
A red diamond isn’t worth more because it’s “better” or more beautiful.

It’s worth more because you can’t get one.

Scarcity triggers urgency, emotion and status.

Abundance kills all three.

It’s not rational — it’s human.

Luxury retail brands never hold sales. They hide or recycle overstock so you never see the excess.

However, I’ve recently been to an ultra-luxury car showroom that was filled with inventory. Seeing that much inventory signals one thing to the client: I can wait.

The businesses are entirely different, but the luxury principle is the same.

I advised them to store excess inventory off site and rotate it in, which will ensure they maintain a luxury presence.

Scarcity isn’t magic — it’s psychology. (I’m not a doctor, but it’s still true.)

It’s the quiet force behind every waitlist, allocation and “sold‑out” sign.

Because in luxury, desire doesn’t follow logic — it follows limitation.

And when you master that balance, you’re not just selling a product. You’re selling the privilege of access behind the velvet rope.

Finally, if you’re wondering – no, I haven’t seen a red diamond in person.

Jon Colbeth is founder and principal of Luxe 1010, New York. He is also strategic advisor for North America at Hype Luxury. Previously, he was president/CEO of Rolls-Royce Motor Cars Americas.