De Beers Raises Marketing Budget to USD $140M

De Beers marketing spend this years is more than $140 million, This is the biggest De Beers push in a decade.

The marketing will focus on increasing consumer demand for diamond jewellery in US, China and Indian markets.

The De Beers brands, Forevermark and De Beers Diamond Jewellers. Will receive the most funding, But Debeers will also increase its contributions to the Diamond Producers Association and India’s Gem & Jewellery Export Promotion Council.

Stephen Lussier, De Beers’ executive vice president of marketing and CEO of Forevermark. Said the consumer expenditure for diamond jewellery over the past five years collectively has been the highest on record. and this made the outlook positive.

Source: DCLA

Taylor Swift’s diamond filled bathtub

Taylor Swift Diamond Bath

In Taylor Swift’s new music video for “Look What You Made Me Do.” The pop star is seen sitting in a bathtub full of diamonds.

Well surprise they used real diamonds, no fakes. The Jewellery pieces were on loan from celebrity jeweller Neil Lane. And have a value of well over $10 million USD.

Source: DCLA

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Diamond and Jewellery Valuations

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Lucara Mulls Lesedi La Rona Partnership

 

Lucara Diamond Corp. could enter into a partnership to sell the Lesedi La Rona diamond having failed to secure a buyer in the time frame the company had planned.

If no one purchases the stone in the next six to eight weeks, the Canada-based miner will consider a revenue-sharing deal to sell the 1,109-carat rough diamond, Lucara CEO William Lamb said in an earnings call last week.

Read more: DCLA 

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Rough Market Cools Despite $572M De Beers Sight

 

De Beers Orapa mine

The rough-diamond market slowed during last week’s De Beers July sight, with prices on the secondary market decreasing.
De Beers sold $572 million of rough in the sixth sales cycle, an increase of 6% from the previous sight and 8% from the same period a year ago, the company said Tuesday. However, rough dealers were reselling boxes of De Beers goods for no premium, or at a loss, in contrast to the buoyant activity in the first half of the year, sightholders said.
While De Beers kept its prices generally steady, prices on the secondary market were about 4% to 5% lower than they were following the June sight, dealers reported. “Taking into account the real cost of the boxes [including tax, broker fees and other costs], the box prices represented a loss to the sellers,” Dudu Harari of diamond broker Bluedax said in a report on the sight.
The cooling of the market comes as diamond cutters are finally realizing that the mismatch between rough and polished prices has made it difficult for them to make money on goods, one rough broker told Rapaport News on Tuesday.
Demand for polished diamonds remains weak, resulting in slim profit margins for manufacturers, sightholders said, as rough prices increased an estimated 3% in the first half. “This sight, we saw a paradigm shift,” the rough broker explained.
“There wasn’t much demand for De Beers boxes on the secondary market. This was a very significant difference from sight five. “The wheels have come off the bus as far as the rough market is concerned,” the broker added. “If something doesn’t change at the end of the pipeline, we could see a drop in rough prices.” De Beers, meanwhile, said demand for its goods was solid across its product range, as the miner had reported in previous sights.
“With Diwali being earlier than normal in 2017, we saw some demand from Indian diamantaires pulled forward from sight seven,” said De Beers CEO Bruce Cleaver. “This was due to these customers needing to make rough-diamond purchases in sufficient time to complete their polishing before the holiday begins.” De Beers continued its recent practice of not offering any “ex-plan” goods — excess rough that the miner makes available beyond what it has agreed to supply sightholders — according to the anonymous broker.
Buyers reported shortages in certain rough categories, in line with earlier sales this year.

 Source:diamonds.net