First, the character has changed a few times since his creation and so did his endgoals.
But stealing diamonds can be a way to get money and achive another goal, it's only a mean to his ends.
Also, there is currently the "3 jokers" thing wich explains that there are 3 jokers from different comic books era, so the one in his first appearance IS NOT the same as the Killing Joke one for example.
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