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De Beers pushes for festive season rebound

Friday, October 25, 2024 | 2080 Views |

Busy, busy: Cook will headline major conferences in Dubai and Antwerp next month as he seeks to inject confidence into the future of natural diamonds PIC: MBONGENI MGUNI

Diamond giant, De Beers, will now provide country of origin data for each of its rough stones above 1.25 carats in size, in a pushback against the ethical traceability claims that synthetic manufacturers have exploited to gain a stronger foothold against natural diamonds.

From January 2025, the country of origin will be expanded to rough diamonds above one carat in size.

The announcement this week comes as De Beers and the natural diamond industry mount a festive season marketing campaign that is crucial to a long-awaited recovery in the sector, following a slump extending back to the third quarter of last year.

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