By Shira Ami
The first decade of the new millennium can be characterized by a number of terms, each of which represents a significant change – often, a structural one: the privatization of De Beers; the preferred supplier program; vertical integration; working in a multi-brand environment; online marketing; empowerment for local populations; tenders and public auctions; conflict diamonds; synthetic diamonds; enhanced diamonds; Basel II; the prevention of money laundering – only a partial list, but complete enough to sum up the entire decade.
|De Beers Rough Diamonds|
De Beers – De Beers marked the arrival of the new millennium with a series of changes intended to increase diamond consumption and profitability, the most notable of which was the preferred supplier strategy. De Beers attempted to meet the industry's ethical challenges though writing a code of business entitled Diamond Best Practice Principles. De Beers' Diamond Trading Company (
Branding – Like many other changes and processes in the diamond industry, De Beers led the branding revolution. As part of its strategic change, De Beers decided to brand its diamonds to allow it to compete with other diamond producers who were marketing their diamonds outside De Beers but not taking part in promoting diamond sales. As a first step into a multi-brand sector and a way of shortening the diamonds' trip from the mine to the jewelry store, De Beers launched De Beers LV in cooperation with the Louis Vuitton Moet Hennessey (LVMH) luxury brand group. Diamantaires quickly understood that if De Beers was coming out with diamond brands, others could launch diamond brands as well. Differentiating and branding, the new trend said, gave diamonds an added value and could cause the customer to prefer a certain diamond jewelry store over its neighbor.
|Courtesy of Namakwa Diamonds||Enlarge|
Rough Supply – Rough supply in the first decade of the new millennium was marked by tenders and auctions, which have became one of the main problems for the diamond industry today, along with speculation in rough and polished diamond prices, memo sales and producers and wholesalers shouldering the burden of financing. Another issue that characterized rough supply in the first decade of the millennium was the need for diamond producers and diamond manufacturers to consider the demand by diamond producing nations' governments that the industry benefit the local population. As a result, sightholders were forced to move their manufacturing locations not only to countries with cheap labor, as they did at the end of the 1990s, but also to diamond producing nations.
Conflict Diamonds - The conflict diamonds issue arose in 1998, when the UN decided to enforce sanctions against buying illegal diamonds from
|Worried over finances?|
Financial Crisis – The first decade of the new millennium ended with an economic crash that began in the