DiamondBuzz
Premiums Return for Larger De Beers Diamonds Amid Supply Shortages
De Beers Resumes Auctions for Sightholders After One-Year Pause, Introducing Tender-Style Format
Shortages of larger De Beers diamonds are driving premiums of up to 7% on the secondary market, following a period when sightholders struggled to resell for profit, industry insiders told Rapaport News. Companies that purchased 5- to 10-carat goods at the recent sight, which began on Monday, received bids ranging from 3% to 7% above the De Beers list price, market sources shared on Tuesday.
The “select makeable” category in this size range — which yields 1.5- to 3-carat polished diamonds with an average color of I and average clarity of SI — commanded premiums at the higher end of the range. It remains uncertain whether sightholders agreed to sell at these higher prices.
De Beers customers, who buy rough diamonds at sights, can resell them, but weak demand in recent years had restricted their ability to generate margins, known as premiums, on these transactions. Recent production declines in India have created shortages in both polished and rough diamonds, resulting in a modest improvement in rough demand as factories seek to fulfill orders from the U.S. and India’s domestic market.
“There’s a shortage of goods — you have less stock in India and less production,” said a sight broker who received an offer of 7% above the list price for 5- to 10-carat “select” goods on behalf of a client. (The deal never went through.) “People are starting to [buy] more and more goods.”
The broker estimates premiums of 3% to 4% for “commercial” 5- to 10-carat diamonds, which generally have higher yields than select makeables but produce more polished diamonds with black inclusions. Shortfalls in larger rough diamond sizes were evident at the previous sight in February, though sources remain unsure whether this reflects production cuts, De Beers’ strategic withholding of supply, stronger demand for 2-carat and larger polished diamonds, or a combination of all three.
“There’s no ‘select’ right now on the market,” said a second market source. “Everybody is talking about it because, for a long time, there weren’t any premiums. But we’re talking about very few boxes.”
De Beers is also relaunching its auction sales after a year-long hiatus. The first auction in the current sales cycle will be held in Gaborone, marking a move from Singapore to the Botswana capital. The company announced this shift last April and had paused its auction operations during the transition.
The new auction format will be exclusive to sightholders, with goods primarily focused on larger stones, according to a De Beers spokesperson. Unlike previous auctions, the event will feature a tender-style format with closed bids, meaning participants will not be aware of competing offers.
“As we look to reestablish regular sales events for auctions, we will initially run a small-scale event in cycle 3 for sightholder customers with a relatively small amount of product enabling the testing of the platform,” the spokesperson explained. “We will subsequently look to develop a longer-term plan for future events, including the timeline and commercial approach.”
The suspension and subsequent resumption of auctions reflect the ongoing market downturn and recent modest improvements, according to a third source.
“While we are encouraged by recent signs of improvements in the rough-diamond trading sector, we will continue to adopt a prudent and watchful approach to supply,” De Beers added.
While prices and flexibility terms remained stable at the current sight, dealers anticipated a slight improvement in demand compared to earlier sales this year, as sightholders had deferred purchases from January and February. The session is expected to conclude on Friday.
DiamondBuzz
De Beers Group Launches “Heera Hai Aapke Liye” Program at IIJS Bharat Signature to Revolutionize Natural Diamond Accessibility in India
De Beers Group, the world’s leading diamond company, marked a significant milestone in the Indian jewellery landscape with the official launch of the “Heera Hai Aapke Liye” program at IIJS Signature. The star-studded event featured actress Sonakshi Sinha, who joined Shweta Harit, Global Senior Vice President of De Beers Group and CEO of Forevermark, to unveil an initiative dedicated to making natural diamonds an integral part of daily life for the modern Indian consumer.



The “Heera Hai Aapke Liye” (Diamonds are for You) program is strategically designed to promote natural diamonds by raising awareness, boosting market visibility,and creating a seamless connection between retailers and consumers. With a focus on modern designs and attractive price points, the program also lets local retailers use De Beers Group campaigns as their own—second-piercing earrings, ‘Bestie’ bracelets, and ‘Intention’ pendants. It positions diamonds as a lifestyle choice for self-expression and daily wear.

Speaking at the launch, Shweta Harit, Global Senior Vice President of De Beers Group and CEO of Forevermark, detailed the evolution of the brand’s storytelling, stating, “De Beers Group has a rich legacy of creating iconic ritual campaigns that have shaped how the world perceives diamonds. With ‘Heera Hai Aapke Liye,’ program we are evolving that narrative for the Indian market to another level.
We are not just selling jewellery, we are making natural diamonds more accessible and desirable in India. Our goal is to empower retailers through INDRA (Indian Natural Diamond Retailer Alliance) to ensure that every ‘First Diamond’ journey is as credible as it is beautiful.”

Speaking on the occasion, Kirit Bhansali, Chairman, Gem & Jewellery Export Promotion Council (GJEPC), said, “IIJS has always been a powerful platform for shaping the future of India’s gem and jewellery industry, and the launch of ‘Heera Hai Aapke Liye’ at IIJS Signature reinforces that role. GJEPC is proud to partner with De Beers Group on the INDRA (Indian Natural Diamond Retailer Alliance) project, which is a critical step towards strengthening domestic demand for natural diamonds.
By empowering retailers, enhancing consumer confidence, and expanding access across metros and Tier 2 markets, this initiative aligns perfectly with our vision to grow the natural diamond category sustainably within India.”
The program ‘Heera Hai Aapke Liye’, rests on few strategic pillars aimed at industry growth and scalability:
- Stocking & New Consumer Opportunity: Identifying gold wholesalers and distributors across 15–20 cities to focus on a first-phase target of 500 retailers.
- Retailer Advantage: Providing a “Design Advantage” and strict “Product Hygiene,” backed by a clear buy-back policy and robust training and marketing support via the INDRA alliance.
- Heera Hai Aapke Liye is robust entry-level product kit featuring earrings, bangles, bracelets, etc supported by exclusive visual merchandising (VM) for display.
- Growth and Scalability: A PAN-India reach strategy designed to unlock new business opportunities for both manufacturers and retailers.


As India continues to grow as the world’s second-largest market for retail diamond jewellery, De Beers Group remains committed to strengthening the natural diamond narrative. By combining the emotional appeal of natural diamonds with the practical “Heera Hai Aapke Liye” framework, De Beers aims to build a sustainable future for the category across both metros and Tier 2 cities. De Beers and GJEPC aim to expand the base of Natural Diamond buyers, increase self-purchase consideration, and establish long-term credibility for the category.
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