Shopping for a diamond is about to change

Di Beers, which owns diamond mines in Botswana, South Africa, Namibia and Canada, has not revealed its production forecasts beyond 2022, but Mr Lucier said he was not worried about future supplies . He said, “Technology is enabling us to use stores that we could not before. ”

“The key, of course, is the demand,” he said. “It is easy to be sad in this Kovid world. But if you look in the medium term, there are significant opportunities to increase demand, especially in China. There are opportunities even in mature markets like the US, where self-procurement has not been fully tapped. “

“With hands-on and right-to-work brands in place,” Mr. Lucier said, “We will grow in markets and where supply is relatively stable, we will see an increase in value. It is good for everyone in this industry The thing is. Then you are ready to invest in new resources and exploration, which keeps the supply of people far and wide. “

The Natural Diamond Council, an industry organization that promotes diamond jewelry to both consumers and businesses, is investing millions of dollars to bring some of those marketing programs to life.

In September, the council, formerly known as the Diamond Producers Association, unveiled an advertising campaign such as the tagline “No Moments for No Other”. Focuses on a TV commercial and social media video featuring Cuban actress Ana de Armas – who, incidentally, as Marilyn Monroe in the upcoming film “Blonde” – campaign “about the celebration of diamond jewelry in multiple relationships Is with her friends, her mother or a romantic relationship, ”said David Kelly, the council’s chief executive officer.

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