DiamondBuzz
The Diamond Standard ETF: a solution to the natural diamond industry’s crisis
ETF will be positioning natural diamonds as an investment asset, similar to precious metals. A diamond ETF can unlock new demand and stabilize prices
The natural diamond industry faces a critical challenge: plummeting prices due to the rise of lab-grown diamonds. Consumers, often misled into believing lab-grown diamonds are equivalent to natural ones, are opting for the cheaper alternative, undermining the value and reputation of natural diamonds. This trend threatens millions of jobs and the value of existing diamond holdings. Traditional marketing efforts are unlikely to succeed in the age of social media skepticism.
The solution lies in positioning natural diamonds as an investment asset, similar to precious metals. Just as ETFs revitalized the markets for gold, silver, and other metals, a diamond ETF can unlock new demand and stabilize prices. Diamond Standard has received approval to launch such an ETF.
The Problem: Lab-grown diamonds, while chemically similar, lack the scarcity and economic contribution of natural diamonds. Their proliferation is confusing consumers and devaluing natural diamonds, leading to excess inventory and potential bankruptcies within the industry.
The Solution: The Diamond Standard ETF will create a new avenue for demand by attracting institutional investors. This will differentiate natural diamonds from lab-grown, establish them as a tangible investment, and provide the industry with a much-needed boost. This investor demand will drive up the value of all natural diamonds, benefiting the entire industry.
The Opportunity: Diamond Standard needs $200 million in initial assets to launch the ETF. They propose acquiring excess diamond inventory from vendors in exchange for ETF shares. Post-IPO, the ETF projects to purchase $3 billion worth of diamonds from participating vendors.
How it Works: Vendors can contribute their excess inventory (polished, round, natural diamonds, specific carat, color, clarity, and cut requirements) to the ETF in exchange for shares at a 10% premium on wholesale. This allows vendors to monetize slow-moving inventory, participate in the ETF’s potential growth, and gain a Right of First Refusal to sell more diamonds to the ETF post-IPO.
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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