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De Beers  offers rough diamond discounts of 10% to 20% in secret deals

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Multiple industry sources report that De Beers has secretly offered rough diamond discounts of 10% to 20% to a select group of sightholders, a departure from its usual practice of uniform pricing. These “secret deals” have not been officially confirmed by De Beers but are widely discussed within the industry.

The selective discounts appear aimed at quickly moving inventory and generating cash flow, given the company’s financial losses and pressure from Anglo American to improve performance.

Market Reaction: This selective discounting is unprecedented for De Beers and risks alienating sightholders who were not offered these preferential terms, potentially undermining trust and long-term relationships within its customer base.

The company is attempting to reduce a rough diamond stockpile estimated at $2 billion, the largest since the 2008 financial crisis, as global demand remains weak and manufacturers are hesitant to restock.

 De Beers’ consolidated rough diamond revenue for the first two sights of 2025 dropped 44% year-over-year, with the average realized price per carat falling by 38%. The company has also cut its 2025 production forecast by up to 40%, now targeting 20–23 million carats, down from an initial 30–33 million.

Strategic Implications

Short-Term Cash Flow:

Long-Term Risks: The lack of transparency and favoritism in discounting could damage De Beers’ reputation for fairness and erode the loyalty of sightholders not included in the deals. This could have lasting effects on its ability to maintain a stable, committed customer base.

Industry Impact: The move signals ongoing distress in the natural diamond sector, with persistent oversupply, weak demand, and heightened competition from lab-grown diamonds contributing to industry-wide price declines.

Conclusion

De Beers’ decision to offer significant, selective discounts on rough diamonds marks a notable shift in its sales strategy, reflecting the severity of current market challenges. While this may provide short-term relief in reducing stockpiles and supporting cash flow, it introduces risks to long-term customer relationships and market stability. The industry will closely watch how De Beers manages these tensions and whether transparency and trust can be restored among its sightholders.

Related

How might these discounts impact De Beers’ long-term relationships with sightholders

What are the potential risks for De Beers if these discounts become public

How does De Beers determine which sightholders receive these special discounts

What strategies can De Beers use to manage the stockpile effectively

How might these discounts affect the overall diamond market

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DiamondBuzz

PM  Modi to visit Namibia;  seeks to deepen economic ties in the diamond sector

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Indian Prime Minister Narendra Modi is slated to visit Namibia on July 9, part of a five-nation tour that also includes Ghana, Argentina, Brazil, and Trinidad and Tobago. The trip marks Modi’s first official visit to the Southern African nation and underscores New Delhi’s ambition to deepen economic ties in the diamond sector.

While Indian firms such as Ankit Gems and KGK already run cutting and polishing units in Namibia’s capital, Windhoek, rough stones currently reach India indirectly via other global trading hubs. Modi’s visit is expected to pave the way for more direct diamond shipments, streamlining trade flows between the two countries.

Namibia ranks as the world’s fifth-largest diamond producer by value and volume, according to Kimberley Process data, and is especially known for its rich marine diamond reserves, estimated at over 80 million carats.

The agenda extends beyond gemstones. Modi is also set to discuss cooperation on critical minerals and uranium—resources vital to India’s clean energy ambitions and energy security. During the visit, he is scheduled to address the Namibian Parliament, signaling the strategic importance New Delhi places on closer engagement with Africa’s resource-rich economies.

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DiamondBuzz

De Beers Unveils ‘Origin’: Blockchain-Backed Diamonds for a New Era of Transparency and Trust

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De Beers Group has officially launched Origin, a pioneering initiative that brings blockchain technology to the heart of the natural diamond trade, offering consumers an unprecedented level of traceability, authenticity, and ethical assurance.

Each diamond in the Origin collection is individually verified and traceable, allowing customers to follow its journey from deep earth formation to expert craftsmanship and final retail presentation. The initiative is powered by tamper-proof blockchain technology, ensuring a secure and transparent record of each diamond’s provenance.

“As a brand, we understand that modern consumers value not just beauty, but also trust and purpose,” said De Beers during the launch. “Origin is our vision for a diamond industry that is transparent, ethical, and built on authenticity.”

The Origin platform not only affirms the diamond’s natural origin but also highlights its social and environmental impact—detailing the positive contributions made in the local communities where the stones are mined.

A Retailer-Ready Revolution

For retail partners, Origin offers more than just ethically sourced brilliance. It comes bundled with:

  • Experiential merchandising solutions
  • Custom marketing assets
  • Retail staff training tools

These assets are designed to connect with today’s values-driven consumers, who seek deeper meaning and verified ethical sourcing in luxury purchases.

Origin also integrates seamlessly into retailers’ loose diamond portfolios, offering flexibility alongside elevated consumer confidence in the integrity and ethical story behind every stone.

The launch aligns with De Beers’ broader mission to lead the natural diamond industry toward a more responsible, transparent, and future-ready standard—where luxury is inseparable from accountability.

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DiamondBuzz

Diamond Market Rebounds in 2025; India Emerges as Global Growth Engine

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The global diamond industry is showing signs of revival in 2025, following two years of sluggish demand. According to Susan Jacques, President and CEO of the Gemological Institute of America (GIA), the gem and jewellery sector faced significant headwinds after a brief boom in 2021, which was fueled by pandemic-era shifts in consumer spending and travel behavior.

While 2022 saw strong pricing and demand, a downturn took hold through 2023 and 2024. Now, a renewed sense of optimism is emerging. “The recovery was expected, and we’re beginning to see positive momentum return,” Jacques noted.

A key driver of this rebound is India, whose cultural affinity for diamonds continues to underpin strong consumer interest. Over the past two decades, India’s share of global diamond demand has surged from just 2% to nearly 11%, positioning it as the world’s second-largest market for natural diamonds—trailing only the United States, which remains dominant with around 55% of total sales.

Pritesh Patel, Senior Vice President and Chief Operating Officer at GIA, remarked that the US market has remained stable in early 2025, and industry stakeholders are optimistic about sustained demand. In India, he observed a notable shift: interest in diamonds is expanding well beyond major metropolitan areas.

“Tier-2 and tier-3 cities are now driving growth, alongside established hubs,” Patel said. He added that demand is strong across India’s southern, northern, and western regions, signaling a broad-based recovery in diamond jewellery purchases.

The global industry is cautiously optimistic as it navigates 2025, buoyed by emerging markets and a renewed appetite for luxury adornments.

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