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Diamonds are one of the world’s, and specifically Africa’s, major natural resources.
An estimated US$13 billion worth of rough diamonds are produced per year, of
which approximately US$8.5 billion are from Africa (approximately 65%).
The diamond industry employs approximately ten million people around the world,
both directly and indirectly, across a wide spectrum of roles from mining to retail.
Global diamond jewellery sales continue to grow, increasing three-fold in the past
25 years, and are currently worth in excess of US$72 billion every year.
The diamond industry can be separated into two distinct categories: one dealing with
gem-grade diamonds and another for industrial-grade diamonds.
About 30% of diamonds are of gem quality and are distributed to experts for cutting,
polishing and jewellery manufacture.
70% of diamonds are sold for industrial applications including cutting, drilling, grinding
and polishing in industrial applications.
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EXPLORATION
Diamonds often exist within kimberlite rock, a mineral located often
Main diamond producing countries are:
beneath overburden (such as sand, soil or glacier).
Angola, Australia, Botswana, Canada, the Democratic Republic of the
Kimberlite found by prospectors by testing the ground for changes in
Congo, Russia, and South Africa
magnetic fields.
MINING
Diamond mining methods – Open Pit, Underground, Alluvial, Coastal
[Locations – Same as above]
and Marine
DeBeers – major player in developing, constructing, operating and
The ore containing the rough diamonds goes through many stages of
maintaining a mine.
crushing and processing before it can be sorted and classified.
SORTING
Sorting experts sort and value diamonds into different categories for
sale.
Different categories - dependent on size, shape, quality and colour. Kimberley Process certificate proves that they are from conflict free
Range of standard colours - Very rare diamonds, known as ‘fancies’
Distinguishing marks, ‘inclusions’ make each diamond unique.
JEWELLERY MANUFACTURING
Wholesalers sell these to jewellery designers, manufacturers or retailers. Manufacturers will produce diamond jewellery designed and
commissioned by a retailer or other jewellery designer. They may also create jewellery, designed by in-house teams, and sold direct to retailers.
System of Warranties
RETAILING
The final stage of the diamond pipeline is when diamond jewellery is Diamond Jewellery Markets –
sold by retailers to the consumer. USA represents the largest market (50%), Japan (15%), Italy (5%),
The value of diamond jewellery sold each year is approximately US$72 India (3%), China (2%), The Gulf (2%) and other countries (23%).
billion – including cost of diamonds, precious metals and other gems. Diamond jewellery is the most sought-after category of luxury goods
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De Beers
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IMPLICATIONS
New
Huge Revenue
Company’s
Investments Stream
Growth
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Commoditize
Mass Drive Consumer
Excess Supply Synthetic
Production Competition Awareness
Diamonds
Positioning
Natural diamonds – for high class segment
Positioned on emotions of relationship
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SONY’S PROBLEM
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COUNTER MEASURES(Contd…)
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