DiamondBuzz
Jewelers of America Introduces new diamond sales tool
Counter Intelligence: Just the Facts about Natural & LGDs brochures highlight natural and lab-grown diamond facts
Jewelers of America (JA), the national trade association for businesses in the fine jewelry marketplace, has launched a new sales tool designed to help retail jewelry store associates confidently present natural and lab-grown diamond facts to customers. The new resource, titled “Counter Intelligence: Just the Facts about Natural & Lab-Grown Diamonds”, is a comprehensive guide that provides sales associates with unbiased, credible information about both types of diamonds, enhancing the customer buying experience.
This full-color, laminated brochure is designed to be a valuable reference tool for jewelry store counters, offering clear, objective information about the differences and similarities between natural and lab-grown diamonds. The Counter Intelligence guide, sponsored by Synchrony, equips retail staff with the knowledge they need to help customers make informed decisions based on their personal preferences and values.

“We recognize the importance of empowering our members with the tools they need to serve their customers with confidence,” says Regina Ciarleglio, Director of Membership at Jewelers of America. “The Counter Intelligence guide was created from feedback we received from jewelers who were seeking an effective way to present unbiased and factual information on natural and lab-grown diamonds. This resource is designed to enhance the customer experience by providing clear, accurate information that helps both the associate and the customer make informed, meaningful decisions.”
One copy will be mailed to each JA Member store, with up to 10 copies available per store. The content includes details about how diamond options differ, understanding value, the importance of appraisals, a diamond’s journey, and the environmental impact of diamonds. The brochure provides a clear and objective explanation of the key distinctions between natural and lab-grown diamonds, helping retailers create trust with their customers and ensure they make well-informed purchasing choices.
In addition to the main brochure, Jewelers of America is offering a reformatted, convenient 5.5” x 8.5” folded version titled “What You Should Know About Natural & Lab-Grown Diamonds: Just the Facts”, which can be distributed to customers directly.
Jewelers of America members can now pre-order bulk copies of the guide, available in packs of 50 for $49.99. Pre-orders are open online until March 31, 2025, and brochures will begin shipping in April.
DiamondBuzz
De Beers Group Sets Out Portfolio and Organisational Actions to Support Long-Term Value Creation
Company outlines strategic cost optimisation, portfolio streamlining and operational changes to strengthen resilience while positioning for long-term growth in the natural diamond industry.
De Beers Group is advancing delivery of its business streamlining by setting out a number of planned portfolio and organisational changes to ensure an efficient cost base that strengthens resilience in the near-term while enhancing future competitiveness and retaining optionality as industry conditions improve.
Since 2024, De Beers has been streamlining its business in line with its Origins strategy to reduce costs, divest non-core assets and prioritise investment in activities that create the most value. Significant progress has been made, with more than $100 million of annual overhead costs removed from the business, the sale or closure of a number of non-core assets and significant capital and cost reconfigurations to asset expansion projects.
Simultaneously, De Beers has reinvested in natural diamond category marketing to support the industry’s efforts to grow natural diamond demand, launching new large-scale campaigns and collaborating with key stakeholders across the value chain to foster industry-wide investment. Global consumer demand for natural diamond jewellery returned to growth in 2025, while natural diamond sales increased across US independent jewellers in 2025 and into Q1 2026, led by higher value diamonds and those promoted by De Beers’ Desert Diamonds marketing campaign.
On the supply side, global rough diamond production is now decreasing, with several producers closing mines during 2026. Whilst the increasing rarity of diamonds and the emerging signs of improvement in consumer demand are likely to support longer-term value creation, rough diamond trading conditions are expected to remain challenging in the near-term due to cyclical and industry-specific factors.
Consistent with recent actions to improve business resilience, De Beers intends to pause production at the Venetia mine in South Africa for two years to reduce costs while also rephasing capital expenditure on its underground project. This will involve critical infrastructure investment to enhance the capacity and efficiency of the mine, with the intention to support future production growth as business and industry conditions improve.
De Beers is engaging with stakeholders in accordance with relevant requirements and the company’s values as it moves through this process, and will both support impacted employees and continue to invest in its community and Social and Labour Plan commitments.
This proposed action at Venetia Mine follows the decision earlier this year to pause the Tuzo Phase 3 expansion project at the Gahcho Kué Mine in Canada.
In parallel, De Beers plans to reconfigure its global operating model to refocus and prioritise resources on the core operational businesses and reduce its central corporate cost base.
Al Cook, CEO of De Beers Group, said:

“In line with our commitment to focus and streamline our business, we are making a number of changes to De Beers to ensure greater business resilience in the near-term, while supporting long-term value creation. We recognise the protracted challenging conditions as the diamond industry evolves, though we are encouraged by signs of consumer demand growth in the US and beyond, particularly in higher quality diamonds.
Global rough diamond supply is falling, bringing more support to the market. The changes we are making to our business are focused on underpinning our efficiency now and into the future, favourably positioning De Beers in its leadership role.”
De Beers Group will maintain current production levels through its other operations, and previous production guidance remains unchanged.
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