De Beers sees surprise jump in festive sales

Speaking at the FACETS diamond conference in Antwerp, Belgium on Tuesday, Cook said early indications were that retail demand for diamond jewellery was warmer than the diamond giant had expected this season.

Traditionally for De Beers, the period between Thanksgiving in the United States and the Chinese New Year in January, represents the strongest sales period for diamond jewellery. The diamond giant annually focuses its marketing efforts on this holiday season, spending upwards of $100 million annually to create demand.