De Beers Slashes Diamond Prices and Reshapes Its Elite Buyer Network

 

The global diamond industry may have reached a major turning point.

De Beers has implemented some of the largest official rough diamond price reductions in its modern history while simultaneously removing almost one-third of its exclusive group of authorised buyers. The move represents a dramatic shift in strategy after years of attempting to keep official prices well above prevailing market levels.

For the diamond trade, manufacturers and retailers, this is more than simply a pricing adjustment it is a clear acknowledgement that market forces can no longer be ignored.

Official Prices Finally Catch Up With Reality

For much of the past three years, De Beers resisted cutting its published rough diamond prices despite a sharp fall in global demand.

Instead, the company quietly sold selected goods through confidential discounted transactions while maintaining higher official prices to preserve confidence throughout the industry.

That approach has now come to an end.

During its July 2026 sales cycle, De Beers made sweeping reductions across nearly every category of rough diamonds. Industry sources indicate that some categories had previously been priced between 5% and 50% above equivalent goods trading in the secondary market.

The latest reductions bring De Beers’ official pricing much closer to actual market values.

Although the company has declined to comment publicly on the exact reductions, the changes are widely regarded as some of the deepest official price cuts ever made by the company.

Understanding the Sightholder System

To appreciate why these price cuts are so significant, it is important to understand how De Beers sells its diamonds.

Unlike many commodities, rough diamonds are not sold on open exchanges.

Instead, De Beers operates through its long-established Sightholder System, a carefully selected network of approved companies invited to purchase rough diamonds directly from the miner.

These companies attend ten scheduled “sights” each year.

At each sight, buyers are offered parcels or “boxes” of rough diamonds at fixed prices determined by De Beers. There is generally little or no room for negotiation. Buyers may accept or decline the allocation, but historically repeated refusals risked losing their coveted sightholder status.

For decades, this system allowed De Beers to exercise remarkable control over the supply of rough diamonds entering the global manufacturing pipeline.

By carefully managing both supply and pricing, the company was able to influence the broader diamond market more effectively than almost any other mining company.

Fewer Buyers, Greater Concentration

The July 2026 sight is also the first held under newly negotiated supply agreements.

Perhaps the biggest structural change is the reduction in De Beers’ exclusive buyer network.

The number of authorised sightholders has been reduced from around 70 companies to approximately 45–50.

The objective is straightforward.

De Beers wants a smaller group of financially stronger customers capable of purchasing larger volumes while maintaining long-term commitments to the business.

The company believes concentrating sales among its strongest clients should reduce the number of diamonds being immediately resold into secondary markets, where discounted trading has undermined official pricing for several years.

In theory, fewer buyers should allow De Beers to exercise tighter control over the distribution of rough diamonds.

However, the strategy also carries greater risk.

With fewer customers, De Beers becomes increasingly dependent upon the financial health of each remaining sightholder. Should several major buyers reduce purchases or encounter financial difficulties, there are fewer alternative customers available to absorb production.

Why Is De Beers Changing Strategy?

The decision reflects several years of mounting pressure across the global diamond industry.

China, once one of the world’s fastest-growing luxury jewellery markets, has experienced a significant slowdown in consumer spending. Demand for diamond jewellery has weakened substantially, removing one of the industry’s largest growth engines.

At the same time, laboratory-grown diamonds have become increasingly popular, particularly in the bridal jewellery sector, where consumers can purchase much larger stones at a fraction of the price of natural diamonds.

The market has also faced increased competition from additional rough diamond supply entering global markets from countries including Angola.

Adding further uncertainty have been ongoing geopolitical tensions, US trade tariffs and slowing global economic growth, all of which have reduced consumer confidence in luxury spending.

Together, these factors have produced one of the deepest and longest downturns the diamond industry has experienced in decades.

Less Transparency Than Before

Ironically, while prices have become more market-driven, pricing transparency has actually decreased.

Earlier this year De Beers introduced a new “one-line invoicing” system.

Rather than providing detailed prices for each category of rough diamonds within a parcel, buyers now receive a single combined total for the entire box.

At the same time, the company has altered the composition of many assortments.

These changes make it difficult for manufacturers and market analysts to determine exactly how much individual categories of diamonds have increased or decreased in value.

This reduced transparency makes independent price analysis significantly more challenging than under the previous system.

A Business Preparing for Sale

The pricing changes also arrive during a crucial period for parent company Anglo American.

Since May 2024, Anglo American has been working to divest De Beers as part of a broader restructuring programme following years of declining profitability.

Potential buyers continue to evaluate the world’s most famous diamond producer while the company attempts to stabilise earnings and restore confidence throughout the market.

Resetting prices closer to genuine market levels may ultimately make De Beers a more commercially attractive business by reducing the disconnect between official pricing and actual trading conditions.

What It Means for the Diamond Industry

De Beers’ latest decisions signal more than a temporary response to weak trading conditions.

They represent a recognition that the natural diamond market has fundamentally changed.

The company appears to be abandoning a long-standing strategy of defending premium pricing in favour of allowing market realities to shape official valuations.

Whether these changes successfully restore confidence remains to be seen.

For manufacturers, wholesalers and retailers, pricing that more accurately reflects real market conditions may improve margins and encourage renewed trading activity.

For consumers, however, the changes are unlikely to produce dramatic retail price reductions in the short term, as jewellery prices are influenced by manufacturing costs, branding, retail margins and consumer demand as much as the price of rough diamonds themselves.

What is clear is that De Beers has entered a new chapter one where flexibility, commercial realism and supply discipline are becoming more important than maintaining the appearance of price stability.

Disclaimer: This article is provided for general information and industry commentary only. It does not constitute financial, investment or professional advice. Market conditions, diamond prices and industry developments may change without notice. Readers should undertake their own research or seek independent professional advice before making any commercial or investment decisions.

Source: DCLA

De Beers Slashes Number of Sightholders

 

De Beers has reportedly slashed the number of sightholders who can buy their goods by as much as a third, as it seeks to consolidate supply among a small core of stronger buyers.

The number of sightholders is understood to have been reduced from 69 to around 45, although De Beers has not confirmed numbers. Sightholders were informed by letter or phone call on Friday, 20 March.

It is the second biggest cut, in percentage terms, since sights were launched back in 1934. The number of De Beers sightholders peaked at around 350 in the 1970s.

It was halved in April 2001 as the company sought to prioritize value-driven buyers over sheer volume of sales.

De Beers warned current sightholders back in October 2024 that it would be terminating some of their supply agreements, by way of what it called an objective selection and allocation process.

Existing contracts, signed in 2021 and extended last year through June 30, 2026, end soon, paving the way for the new roster starting July 1.

The cutback suggests that the loss-making miner is repositioning itself for survival in a weaker market by creating a limited customer base that can reliably take volume in tough times.

Anglo American’s repeated De Beers write-downs (the latest by $2.3bn in February 2026) underscore the loss-making reality. De Beers CEO Al Cook emphasized “quality over quantity” in late 2024, aiming for deeper partnerships including polished diamond sales from Botswana-sourced stones.

De Beers last reduced the number of sightholders in January 2021, when it introduced new contracts dividing buyers into three categories – dealers, manufacturers and integrated retailers.

Source: DCLA

De Beers to Release “A Diamond Is Forever” Book Celebrating a Century of Natural Diamond Legacy

 

De Beers is set to release A Diamond Is Forever, a new luxury book exploring the evolution of the company’s natural diamond marketing and its profound influence on global culture, romance, and society. The book will be published next week by Assouline, a renowned publisher of high-end illustrated volumes.

Named after one of the most iconic advertising slogans in history, A Diamond Is Forever celebrates the cultural, artistic, and emotional legacy of natural diamonds — nature’s oldest treasure and one of humanity’s most enduring symbols of love and commitment.

De Beers is widely credited with transforming diamonds from an exclusive luxury reserved for society’s elite into a universal symbol used to mark life’s most important romantic milestones and personal achievements. Prior to the 1930s, diamond jewellery was exchanged discreetly within elite circles, with luxury houses maintaining strictly private client relationships. De Beers reshaped this narrative, positioning diamonds at the heart of modern romance.

In 1947, De Beers copywriter Frances Gerety coined the legendary phrase “A Diamond Is Forever,” embedding the gemstone into global consciousness as a lasting promise of love, endurance, and emotional significance. The slogan appeared across archival print advertising, magazine spreads, and celebrity endorsements, cementing the diamond’s place in popular culture.

The book also highlights De Beers’ historic collaborations with celebrated artists such as Pablo Picasso, Salvador Dalí, and Raoul Dufy, drawing parallels between the rarity of diamonds and the genius of fine art. These campaigns elevated diamonds beyond jewellery, reinforcing their artistic and cultural value while preserving a sense of exclusivity.

During the 1960s, Hollywood icons including Elizabeth Taylor and Marilyn Monroe further amplified the glamour of diamonds, while the company’s influential 1990s “Shadows” campaign — set to Karl Jenkins’ Palladio — captured the gemstone’s timeless, authentic, and eternal nature.

Over the past two decades, De Beers has periodically retired and revived the famed slogan, most recently reintroducing it in late 2023 as part of a refreshed “Seize the Day” campaign, originally launched in the 1990s.

According to the publisher, the story of diamonds is one of both transformation and continuity. In recent years, the narrative has expanded to include provenance, sustainability, and ethical stewardship, reinforcing the natural diamond as a symbol not only of beauty and permanence, but also of responsibility and conscience.

A Diamond Is Forever spans 240 pages and features 180 illustrations. Presented as a hardcover book housed in a luxury slipcase, it will retail for USD $195 and is scheduled for release on January 30.

Source: DCLA

FOREVERMARK DIAMOND JEWELLERY CELEBRATES THE GRAND OPENING OF DE BEERS GROUP’S LARGEST FLAGSHIP STORE IN MUMBAI

 

Mumbai, 8th January 2026: Forevermark Diamond Jewellery marked a defining milestone in its India journey with the grand opening of the world’s largest flagship store by De Beers Group in Mumbai. Located at Crest Link, Khar West, at the heart of Linking Road, the nearly 5,000 sq. ft. store reflects the brand’s long-term commitment to Indian consumers seeking meaningful, design-led luxury.

The marquee launch was celebrated with an exclusive evening that brought together Mumbai’s most influential tastemakers, jewellery connoisseurs, creative voices, socialites, celebrities, and leading creators. Hosted within the flagship itself, the event offered guests a first glimpse into the brand’s stunning universe, featuring a fashion showcase and immersive experiences that seamlessly blended craftsmanship with contemporary style.

The evening unfolded with enthralling performances including live music and a spectacular fashion showcase, complemented by interactive installations and AI integrations around the Mine to Finger journey, branded photo moments, innovative tarot readings and displays of the new collection, creating an atmosphere of modern luxury and timeless elegance. Guests explored the store’s full portfolio, from refined everyday diamond jewellery to statement and high jewellery pieces, all designed to celebrate life’s most meaningful moments.

Every Forevermark Diamond Jewellery piece is crafted from some of the world’s most beautiful, rare, and responsibly sourced diamonds, each bearing a unique inscription, a promise of authenticity, integrity, and exceptional quality. This philosophy comes to life with the launch of the all-new Forevermark Icon Collection, inspired by the North Star as a symbol of clarity, direction, and confidence. It features versatile everyday diamond jewellery styles, striking statement pieces, and iconic designs across rings, earrings, necklaces, and bracelets.

This collection launch is also accompanied by the brand’s new campaign titled ‘My Guiding Light’ that celebrates four iconic women who represent modern Indian excellence across diverse fields. Manu Bhaker, professional shooter and double Olympic medallist; Diana Penty, actor; Masaba Gupta, designer, actor, and entrepreneur; and Princess Gauravi Kumari of Jaipur, social entrepreneur, each embody individuality, strength, and purpose, sharing their personal stories and perspectives through mini digital videos on Instagram. Together, they reflect the belief that confidence and direction come from within, perfectly aligning with the spirit of the Icon Collection.

All four of them were also in attendance at the event, bringing glamour and gravitas to the evening and reinforcing the store’s position as a landmark destination in Mumbai’s luxury retail landscape. The evening was further elevated by the presence of Mumbai Indian Cricketers Amelia Kerr, Milly Illingworth and Sajeevan Sajana, whose stories of resilience, precision and perseverance echo the enduring strength of natural diamonds.

Commenting on the launch, Sandrine Conseiller, CEO, Brands & Diamond Desirability, De Beers Group, said: “India is central to the future of the natural diamond category. The opening of our largest Forevermark store in Mumbai reflects both the strength of consumer response we are seeing and our long-term confidence in the market. As luxury consumption in India becomes more considered and value-driven, Forevermark is well positioned to build relevance through trust, craftsmanship, and enduring desirability.”

Shweta Harit, Senior Vice President, De Beers Group and CEO, Forevermark, added: “Mumbai marks an important next chapter in Forevermark’s India story. Following the encouraging response to our New Delhi store, this flagship reflects the scale of opportunity ahead. As our largest store globally, it brings together our brand vision, retail ambition, and commitment to the Indian consumer. This opening is also a key step toward our longer-term plan of building a network of 100 Forevermark stores in India by 2030.”

The new Mumbai flagship blends Forevermark’s contemporary international design with local sensibilities. The spacious store offers an immersive experience, showcasing everyday diamond jewellery, statement and high jewellery pieces, and iconic designs in a setting that reflects the brand’s commitment to thoughtful, experience-led luxury.

About Forevermark Diamond Jewellery

Forevermark Diamond Jewellery is the signature diamond jewellery brand from De Beers Group, the world’s leading diamond company, a name synonymous with more than 135 years of expertise and heritage in the world of diamonds. Every Forevermark Diamond Jewellery creation celebrates life’s most meaningful moments, featuring natural diamonds that are beautiful, rare and responsibly sourced. Every Forevermark diamond bears a unique inscription, ensuring authenticity and making each piece deeply personal.

Formed over billions of years deep within the Earth, Forevermark diamonds are hand-selected for their exceptional quality, graded beyond the 4Cs in the pursuit of absolute beauty. Responsibly sourced and carefully cared for along their journey, they reflect the brand’s commitment to creating a positive impact on the people and places its diamonds come from. Expertly crafted by master designers, Forevermark Diamond Jewellery combines modern artistry with timeless elegance. Each piece elevates the brilliance of its diamond while embodying the brand’s enduring values of beauty, rarity, and responsibility.

De Beers Launches “Desert Diamonds” – A Bold Campaign Celebrating the Uniqueness of Natural Diamonds

De Beers has unveiled its largest natural diamond campaign in over a decade, reaffirming the beauty, rarity, and authenticity of natural diamonds in an era where lab-grown stones are increasingly prevalent.

The new campaign, titled “Unlike Anything,” introduces Desert Diamonds — a collection inspired by the natural hues of the desert, showcasing warm, earthy tones that celebrate individuality and the timeless connection between nature and human emotion.

As mass-produced, lower-cost lab-grown diamonds continue to gain market share, De Beers’ message is clear: natural diamonds remain unmatched — each one a product of geological wonder, billions of years in the making, and entirely unique.

According to De Beers, research found that 90% of consumers expressed interest in purchasing a Desert Diamond as a distinctive expression of style and a symbol of connection with nature. The campaign positions these desert-inspired shades as markers of authenticity, highlighting how the nuances in colour reflect the natural beauty and individuality of each stone.

“With Desert Diamonds, the ancient sands of time meet today’s zeitgeist for authentic beauty,” said Sandrine Conseiller, CEO of De Beers Brands. “Natural diamonds are unique and rare – no two are the same. Their colours have been forged by nature and perfected over billions of years.”

The growing appreciation for warmer diamond tones has also been influenced by high-profile figures such as Taylor Swift, whose engagement ring features a vintage old mine-cut diamond with a soft “candlelight glow,” as well as Kim Kardashian and Doja Cat, both of whom have embraced the desert-diamond aesthetic.

Industry analysts note that De Beers’ strategy goes beyond aesthetics. Chandler Mount, founder of Affluent Consumer Research Company, commented:

“Desert Diamonds mark a shift from diamonds as objects to diamonds as identity. De Beers isn’t just selling colour — they’re selling character. This is white space strategy executed with emotional intelligence.”

For the DCLA (Diamond Certification Laboratory of Australia), which upholds the highest standards in natural diamond grading and certification, De Beers’ campaign reinforces a vital message: authentic natural diamonds remain irreplaceable — not only for their enduring beauty, but for the story each stone carries within it.

US Importers to Pay 37% Tariff on Botswana Diamonds

The US is almost certain to go ahead and impose a 37 per cent tariff on all goods imported from Botswana, starting tomorrow 1 August.

That is one of the highest rates of tariff being introduced by the US.

Botswana, the world’s second biggest diamond producer after Russia, has been actively seeking dialogue with the US government to reverse or mitigate the tariff, but without success.

Last month President Duma Boko said tariff imposed on Botswana worsened the already bleak future faced by the diamond industry, and were likely to hinder efforts to grow the African economy.

Most of Botswana’s rough diamonds are sold direct to India, Belgium, and the UAE, but goods worth around $500m annually are exported to the US and will be subject to tariffs. Until now diamonds have been zero-rated.

US importers will have to pay a total of 37 per cent in duties. The reciprocal duty includes the 10 per cent baseline duty that was imposed back in April.

The tariff rules for Botswana, and most other countries, are unlike those for India, where the reciprocal tariff is in addition to the baseline 10 per cent.
US-bound diamonds represent a modest slice of Botswana’s total diamond export business, and most of the country’s diamond revenue is not directly affected by the new US tariff.

It is, however, another blow to a country that relies on diamonds for the vast majority of its export revenue, and that has seen foreign sales halve amid the global downturn.

Source: IDEX

De Beers Sale on Right Track, says Botswana Vice President

Botswana’s vice president says he’s confident that a new buyer will be found for De Beers by the end of the year – and he hinted that the government could substantially increase its own stake, currently 15 per cent.

Ndaba Gaolathe (pictured) said there were countries, funds and companies that all had a “deep interest” in acquiring the 85 per cent share being offered by Anglo American, and he said he was confident they were “on the right track”.

The UK-based miner is selling off De Beers, its diamond division, together with other assets, to focus on copper, its most profitable activity.

Anglo has written down the value of De Beers twice in just over a year, as sales slump and the company descends from profit to loss. It is now valued at $4.1bn, a fraction of the value when Anglo acquired overall control of the company in 2012.

Gaolathe, quoted by Bloomberg News yesterday (30 April) after an interview in Washington, USA, said the Botswana government could increase it take in De Beers (currently 15 per cent) to as much as 50 per cent.

Anglo is seeking to a sale or IPO of De Beers by the end of this year.

Source: IDEX

Bank of Namibia’s Warning on US Diamond Tariffs

Namibia’s diamond industry may be pushed into deeper crisis if United States (US) president Donald Trump pushes ahead with implementing an export tariff of 21% on Namibia.

The governor of the Bank of Namibia has warned that US tariffs on diamonds – which account for 29 per cent of the country’s exports – could push the country into a deeper crisis. 

It is already suffering the worst drought in over a century, compounded by the slump in diamond demand and other economic hardships, spiralling unemployment and a malaria outbreak.

“The diamond is already going through a difficult time because of low demand, and competition from lab-grown diamonds, and now you have all these tariffs,” said governor Johannes !Gawaxab*.

Namibia currently enjoys duty-free exports to the US on diamonds and most other products, but President Donald Trump announced a 21 per cent export tariff for the country in his 2 April “Liberation Day” speech.

He subsequently said there would be a 90-day pause before reciprocal tariffs on a whole list of countries were implemented.

Namibia is world’s eighth biggest diamond producer by carat, and the sixth by value, primarily from marine diamonds. Last year 12.4 per cent of its polished diamonds were sold to the US.

*The exclamation mark represents a click sound in Khoekhoegowab, an official language of Namibia.

Source: IDEX

Anglo American to review De Beers value amid weak diamond demand

Anglo American expects its De Beers diamond business to record an impairment amid declining diamond sales.

The London-listed miner announced Thursday that it will review De Beers’ value as it looks to exit the business, citing persistently weak diamond demand. Last year, Anglo reduced De Beers’ book value by $1.6 billion to $7.6 billion.

De Beers rough diamond production decreased by 26% to 5.8 million carats in 2024, compared to the previous year. The 2025 production guidance has been revised to 20–23 million carats, down from the previous estimate of 30–33 million carats. Anglo anticipates a marginal loss for the diamond business in 2024.

The mining giant put the world’s largest diamond producer up for sale last year as part of its portfolio simplification following a tentative takeover bid from BHP (ASX: BHP).

Anglo chief executive officer Duncan Wanblad stated earlier this week that the company plans to exit De Beers by the end of the year.

In November, Anglo announced agreements to sell its steelmaking coal business for up to $4.9 billion, with the Peabody transaction expected to close by the third quarter of 2025.

Additionally, the company completed a second bookbuild offering of Anglo American Platinum shares.

2024 production
On Thursday, the company reported that all of its businesses met their full-year production guidance.

It produced 773 kt of copper in 2024, aligning with its 730-790 kt guidance range, with the Quellaveco mine in Peru achieving its strongest quarter of the year in Q4.

“Our forward production guidance is unchanged in copper with growth in 2026 driven by higher grades in Chile, with this production level then maintained in 2027,” said Wanblad.

“We continue to set up the copper business for growth in subsequent years with the resumption of the smaller plant at Los Bronces and through debottlenecking at Collahuasi,” he said.

Anglo’s Minas-Rio iron ore operation in Brazil set a record, producing 25 million tonnes for the year, contributing to the company’s total iron ore production of 60.8 million tonnes in 2024.

“The key focus for the market has been on copper and production came ahead of expectations, with a strong result from Los Bronces, and guidance for FY25 remains unchanged,” RBC Capital Markets analysts commented in a note.

“However, not much good news beyond that with weak realised pricing in both iron ore and copper.”

Anglo American shares rose more than 5% in London trading following the results. The company has a market cap of £32.9 billion ($40.9 billion).

Source: DCLA

De Beers sitting on largest diamond inventory since 2008, FT reports

De Beers has reportedly built up its largest stockpile of diamonds since the 2008 financial crisis, with an inventory valued now at roughly $2 billion, according the Financial Times.

“It’s been a bad year for rough diamond sales,” De Beers chief executive Al Cook told the FT, though he did not provide additional details on its inventory.

The diamond giant has faced multiple headwinds in recent years. A slumping Chinese economy, in particular, has been a major drag on demand. Cheaper lab-grown diamonds are also adding pressure.

In a briefing to Bloomberg last year, Cook said his company has been building its stock on the assumption that diamond prices will recover, and that it will be able to sell that supply.

At the end of 2024, that hasn’t materialized. For the first half of this year, De Beers’ sales were down about 20% compared to the same time a year ago.

Still, Cook remains upbeat about a turnaround. “As we go independent, we have the freedom to focus on marketing as hard as we focused on mining,” he told the FT.

“This feels to me like the right time to be driving marketing and getting behind our brands and retail, even as we cut the capital and the spend on the mining side.”

However, a new report from McKinsey gave a less optimistic outlook for diamond miners, suggesting that lab-grown alternatives could one day take over the market.

Earlier this year, De Beers’ parent company Anglo American announced plans to spin off the diamond business either through a sale or an initial public offering.

Source: DCLA

De Beers Cuts Rough Prices

De Beers has reportedly lowered rough prices at its current sight in Gaborone, by as much as 15 per cent in some cases.

It generally uses price cuts only as a last resort, and prefers to offer sight holders the right to refuse or sell back part of their allocation.

Insiders have expressed surprise, and in some cases disappointment at the move, with the holiday buying season now here, and polished prices finally showing signs of recovery.

According to the Bloomberg news website, De Beers “cut prices by 10 per cent to 15 per cent for most of the goods it sells”. It cited anonymous insiders.

De Beers has until now maintained its prices in spite of weak demand, and despite the fact that they are often significantly higher than other sellers.

De Beers no longer publishes Sight revenues, but it is reckoned to have sold no more than $130m at its November Sight (average per 2023 Sight was over $360m).

Last week the company confirmed it would be cutting the number of Sightholders – there are currently 69 – as of 2026 in a move designed to build partnerships that “create value”.

The future of De Beers remains uncertain, with parent company Anglo American planning to sell it off, and Anglo itself again the focus of intense speculation.

Rival miner BHP, which bid unsuccessfully for Anglo six months ago, is now allowed to make a renewed approach.

Source: DCLA

WFDB Call for Five-Year Marketing Campaign

The natural diamond industry needs coordinated and consistent marketing campaigns to counter declining demand, says Yoram Dvash, president of the World Federation of Diamond Bourses (WFDB).

In an open letter he calls on every member of the industry to help create a five-year plan, rather than relying on “short-term initiatives when the situation is particularly dire”.

He acknowledges that De Beers and the Natural Diamond Council are both spending millions of dollars on campaigns with leading retailers, but says it’s not enough.

“I am concerned that this is too little and too late,” he says. “To be successful, campaigns need to be coordinated and to be consistent throughout the year.”

He says there hasn’t been a major generic marketing campaign for natural diamonds for almost 20 years, when De Beers halted its “A Diamond is Forever” promotion.

“An entire generation of consumers has come of age without having been exposed to promotional campaigns with positive messages about natural diamonds,” he says in a letter to all the WFDB’s 29 member bourses.

Source: DCLA

De Beers to Disclose Diamonds' Country of Origin

 De Beers to Disclose Diamonds’ Country of Origin

De Beers says it will, for the first time, disclose the country of its diamonds’ origins – Botswana, Namibia, South Africa, or Canada.

The move is designed to meet growing consumer demand for ethical sourcing and transparency, together with a desire to understand the journey of their particular diamond.

De Beers currently sells its rough output to sightholders in aggregated boxes marked only as DTC (Diamond Trading Company) without indicating the country in which they were mined.

It says it will initially provide data on the country of origin for all diamonds over 1.25 carats that are newly registered on its Tracr traceability platform, and over 1.0 carats from January 2025.

De Beers says advanced algorithmic matching enabled by artificial intelligence now allows it to digitally “disaggregate” diamonds to confirm their specific country of origin.

“For the first time in history, we have the technology to provide our customers with the provenance of their diamonds at scale,” said Al Cook, CEO of De Beers Group.

“We know that our clients care deeply about sustainability and want to understand the good their diamonds have done. Our ambition is to offer them the story of every De Beers-sourced diamond, tracing its journey and positive impact from its origin to its crafting.”

Source: DCLA

De Beers Group Managed Operations

The global supply of natural diamonds has already peaked, according to Moses Madondo, CEO of De Beers Group Managed Operations. Speaking at the Joburg Indaba, a major mining and resources conference in South Africa, he explained that production is on the decline, with several mine closures on the horizon and no significant new discoveries in sight.

Madondo highlighted that this limited supply could push diamond prices higher. “Since the turn of the century, we’ve only seen one major commercial discovery, the Luele mine in Angola, where we aim to start production by the 2030s. But on a broader scale, global diamond production is set to decline,” he said. This trend, while concerning from a supply perspective, offers the potential for price growth.

In the short term, Madondo expects production to dip, but he anticipates a recovery after 2025, driven by the Luele mine ramping up and South Africa’s Venetia mine shifting to underground operations. However, the looming closure of Canada’s Diavik mine in 2026 and the shutdown of several mines in Russia will further tighten supply.

Lightbox Launches New Campaigns – Despite Ending Production

Lightbox has just launched new campaigns for its lab grown diamonds – despite its announcement in June that it was halting production.

The wholly-owned De Beers-owned subsidiary says it has enough existing inventory to keep it going for the time being.

The production facility in Portland, Oregon, USA, is now being used to manufacture industrial diamonds by Element Six, also owned by De Beers.

“Lightbox has sufficient existing inventory from Element Six to meet the brand’s needs for the foreseeable future,” a company spokesperson told IDEX Online.

“At JCK (in June), we communicated that Element Six (our synthetic diamond industrial business which had also been producing LGDs for Lightbox) would suspend production of LGDs for jewellery to focus on high-tech industrial applications.

“However, Lightbox as a brand is continuing as it plays an important role in supporting the differentiation between LGDs and natural diamonds as LGD prices continue to decline and they are increasingly used in fashion jewellery.

“The latest Lightbox campaigns, referenced in the email below, reinforce this as they focus on foregrounding the message of Lightbox’s recently lowered per carat pricing and its fashion-forward approach to product design.

Lightbox says its new Fall campaigns – Shine Bright Spend Less and Modern Family – reflect the brand’s focus on fashion jewelry and accessible pricing.

Melissa Crivillaro, Lightbox’s chief marketing officer, said: “Our accessible prices, our fun and colorful innovations, and our fashion-focused lab-grown diamond jewelry collections underpin Lightbox’s broad appeal.

“As we lean into our next chapter with a revived identity, new creative campaigns and bold price messaging, we look to connect more deeply with our customers.”

Source: DCLA

De Beers Supports New G7 Restrictions on Diamond Imports

Diamond giant De Beers is fully prepared for the expanded G7 restrictions on diamond imports from Russia, which took effect on September 1st. These restrictions now include diamonds weighing 0.5 carats and above, according to Rough&Polished.

De Beers stated that its customers will continue to provide proof of the origin of the diamonds they sell, even as the sanctions now cover rough diamonds weighing 0.5 carats and above, instead of 1 carat and above, as previously stipulated.

The company added that it welcomes the G7’s measures, which stand alongside the diamond industry and diamond-producing nations, aiming to trace the origin of diamonds. “De Beers fully supports the work being carried out by the G7 to prohibit the trade in Russian diamonds, and we are committed to working with the G7, the diamond industry, and our partner governments to ensure there is an effective system put in place,” said De Beers CEO Al Cook.

Diamond giant De Beers

Source: DCLA