Botswana Diamonds Diamonds from the Beautiful Country of Botswana

Debeers created the buzz surrounding the three stone ring, the right hand ring and journey.  All of these iconic diamond jewelry pieces became huge successes in their own right.  Now, for fall 2009, DeBeers is introducing Everlon.  The Everlon Knot jewelry collection is based on the Hercules knot, with two metal loops held together by a diamond. And according to Sally Morrison, who is handling the DeBeer’s account for JWT, “The proposition of the campaign is the only thing stronger than a diamond is love itself”. “It’s about saying to consumers that, even in the toughest times, the strength of a couple’s love will never waver.”

As a member of diamond industry, I believe the Everlon campaign will far exceed the success of the right hand ring and journey for the simple fact that the manufacturers and the retailers are vested in the program. Each participant has contributed funds to make sure there are enough marketing dollars to make sure this has enough of a splash to spur consumer demand.

Now imagine just for a second if one of these “big pushes” from DeBeers ever focused on beneficiated diamonds? I think that it would garner tons of press. Yes, I am sure there would be tons of critics and skeptics but a bold step like that could catapult beneficiation into the public spotlight. I think the buying public would care a great deal and truly feel good about a diamond that gave back. I guess given the current economic condition of our country the diamond industry didn’t want to take a big gamble.  But I think the Everlon Diamond Knot Collection proudly cut and polished by locals in Botswana has a nice ring to it, don’t you? Maybe next time!

Posted under Beneficiation, Botswana Diamonds, Everlon

Great news coming back from the 2009 Golden Globes - The celebrities present at Kari Feinstein’s Style Lounge were extremely receptive to Precious Earth Fine Jewelry featuring recycled precious metals and beneficiated diamonds.  Precious Earth’s goal is to support social responsibility and sustainable practices in the jewelry industry.  Have a look at the endangered species collection designed by Robert Pelliccia that marks the launch of this exciting new brand.

Posted under Beneficiation

This news is a little bit of a let down for all of us who are hoping to see the whole concept of beneficiation grow to its fullest potential.  DeBeer’s did not precisely say why it needs to postpone the 2009 transition of its aggregation activities to Botswana but conceded that market conditions are very tough right now.  In my opinion, market conditions are going to get even tougher if our industry doesn’t start shining the light on the good that diamonds can do for Africa.  Consumers are still focused on the negatives and not the positives when “diamonds from Africa” are mentioned.  The time is ripe for change!

Posted under Beneficiation, Botswana Diamonds, DTC

Our hats go off to MotiGanz, a DTC sightholder who has begun selling “Made in Botwana” diamonds here in the United States.  The companies goal is to give back to the people of Botswana, where diamonds are a natural reource. This is the latest news regarding the growing beneficiation movement in the diamond industry.  The “Made in Botswana” diamonds mark the first time that diamonds have been sourced and also polished in Botswana have been offered for sale at retail in United States.

Posted under Beneficiation, Botswana Diamonds, DTC

SA Birth Diamonds are coming soon to a jeweler near you. - Currently this brand of beneficiated diamonds is only available in Asia but in the very near future, SA Birth diamonds (from Botswana), will be launched in the United States and in the Middle East. The news about SA Birth diamonds in line with an overall trend of supporting beneficiation within the diamond industry. Stay tuned to Botswana Diamond blog to find out what stores will be carrying the SA Birth brand.

Posted under Beneficiation, Botswana Diamonds

Botswana strives to be the example for the developing world - The Diamond Trading Company International will be relocating part of it’s rough sorting operations from Europe to Botswana by the middle of next year. This landmark deal is reportedly a condition of the re-signing of the Jwaneng lease. This move ensures the people of Botswana that the economic benefits of diamonds will far outlast the lives of the diamond mines in their native land. The DTC’s aggregation (the mixing of diamonds according to value) activities will create many jobs and further economic growth in Botswana where diamonds are currently a natural resource. What is interesting to note is that aggregate mix will be made of diamonds sourced from many producing countries with the exception of Canada. According to our sources, the DTC will still be sorting rough from Canada in its London offices.

Posted under Beneficiation, Botswana Diamonds, DTC

When “Blood Diamond” starring Leonardo DiCaprio was about to air, every retail jeweler in America was wondering what effect the movie would have on the demand for diamond jewelry. To a lot of people’s surprise demand was relatively unaffected that Holiday season and sales were great. We prepared ourselves to answer all of the hard questions that were headed our way; questions like “How do you know where your diamonds come from?” and “Are these diamonds like the ones I saw in the movie?” but not many people asked. We never got to show our chain of warranties, letters to our suppliers and store policy on conflict diamonds. It wasn’t because the clients didn’t care. I speculate that clients held back for fear of insulting their local jewelers who support their charities and community events.

There are many people in the diamond and jewelry industry considered the backlash from “Blood Diamond” to be a non event but I don’t think this is the case. We would have been much better off if clients did ask the hard questions listed above instead of holding them in. I actually had a client wait over a year before he voiced his concerns about “diamonds from Africa” . In that year he bought a few things from me including a watch and some silver jewelry but no diamonds. It wasn’t till after I showed him the measures we are taking to preserve the integrity of our supply chain that he inquired about some diamond studs for his wife. I believe there are a lot more clients like this sitting on the sidelines. As an industry we really haven’t given clients a good reason to come off the sideline and feel good about making a diamond purchase. Jewelers and suppliers are playing defense instead of offense.

Is the time ripe for a change?

Absolutely. I just read an article citing the green movement as a negative factor affecting the demand for jewelry. People care about the environment and people care about people. What I can’t figure out is our industry is willing to take a proactive approach and brand recycled gold as green but doesn’t want to go full bore and brand a socially responsible diamond. Everybody seems to just be easing into it. The diamond industry has done some very positive things over the past several years in countries like Botswana and Namibia where diamonds are a natural resource and the story should be told!

Posted under Beneficiation, Botswana Diamonds

Diamonds that tell a good story are next - Over the last several years the concept of branding a diamond has had many highs and even lower lows. Almost every new diamond brand that solely relies on an extra facet or a unique shape of diamond has a really hard time gaining traction. I speculate it is because most of the general public thinks its just another gimmick to sell diamonds and today’s consumer is very leery of any unsubstantiated claims in regard to extra facets yielding “improved” light performance. It seems the only diamond brand that has taken hold anywhere these days is Hearts on Fire. They really do have a nice product but that is not what is making the sales; it is the impassioned presentations of well trained sales associates that make the difference. They are great at selling the sizzle. Hearts on Fire retailers realize they are in the emotions business not necessarily the diamond business. Hearts on fire seems to be the victor on part 1 of the branding game.

Diamond Branding Part 2

While many retailers have given up on branding diamonds, some of the largest diamond manufacturers in the world are quietly setting up shop to source and cut diamonds in places like Namibia and Botswana. I believe this is going to be the next step in branding diamonds. Demand wont be created by an extra facet or a fancy name, it will be created by knowing that diamonds that have been cut by the locals in Botswana or Namibia have helped to empower people. The provenance of these diamonds are better than any story that can be created abut how a diamond shines or how many extra facets it has. It’s time for this industry to be proactive in its marketing and be proud of the good things that are being done and not always playing defense. I don’t know why but jewelers seem to be afraid to do this.

Posted under Botswana Diamonds

Botswana Diamonds -Approximately forty one years ago, a gigantic diamond mine was discovered by DeBeers in a remote area in Botswana called Orapa. Soon after Debeers and the government of Botswana formed a 50-50 joint venture called Debswana to mine and eventually produced polished diamonds. Read More…

Posted under Botswana Diamonds