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DE BEERS PROVIDING ITS OWN CLARITY ABOUT NATURAL AND LABORATORY-GROWN DIAMONDS

The De Beers Group has created a new booklet to clearly differentiate between two “entirely different” products, with two entirely different value propositions, which now form part of its product portfolio: natural and laboratory-grown diamonds. Their “Summary of Facts” booklet, a copy of which we recently obtained, has been distributed to their ‘sightholders’ and stakeholders, and addresses the primary differences among the two products, such as; rarity, the types of jewelry for which they are appropriate, the environmental impact of the two products and the question of ‘legacy’ - highlighting the present and future positive impact that natural diamonds have on the communities that mine them.

The brochure is aimed to enable consumer-facing teams to explain clearly the differences between the products. “With socially-conscious consumerism on the rise,” it starts out, “front-line teams need to be equipped to educate consumers about the many positive attributes and beneficial impact of diamonds, and dispel any myths or misconceptions. Making sure that consumers can make clear and informed choices about what they are buying is crucial if the opportunities [to grow demand for natural diamonds] are to be realised.” De Beers Group says that, as purveyors of both products, they are uniquely positioned to understand what differentiates them. “This booklet equips diamond professionals with the facts to communicate accurately to consumers.”