De Beers Diamonds – Page 18 – The Diamond Certification Laboratory of Australia (DCLA)

Disruptor’s Dilemma: Has Lightbox Legitimized Lab-Grown?

When De Beers first introduced its Lightbox lab-grown jewelry brand in 2018, the diamond world sat up and took notice. The mining giant had long been outspoken about its belief that synthetic stones were neither special nor unique. And despite having entered the field itself, the company still holds by that sentiment. Since first making waves throughout the trade, it has done its utmost to create a clear distinction between the two types of stones, touting natural diamonds as a higher-value, engagement-worthy offering, and positioning Lightbox’s products in what brand CEO Steve Coe delineates as “the accessibly priced fashion-jewelry space.”

But a look at the market four years on suggests that this message may have been lost in translation.

The opening gambit

After the initial shock of the Lightbox announcement wore off, the general theory in the natural-diamond industry was that the brand was De Beers’ strategy for negating the perceived threat of lab-grown. Understood but unspoken in its marketing was that Lightbox aimed to create an alternative stream for synthetics — one that wasn’t bridal and wasn’t in that price range.

“I think there was a great opportunity for lab-grown diamonds that De Beers didn’t want to pass up,” says Dick Garard, president of the International Grown Diamond Association (IGDA). “They thought they had a marketing strategy there…. They came out with a pricing structure, and the intent was to drive the pricing down to that point. I think their overall intent was to help augment their mined-diamond business.”

Jewelry consultant Pam Danziger also took Lightbox’s debut as a warning shot to synthetics — a way of reframing them as a lesser alternative to natural stones, not as a luxury product.

“De Beers tried to tell the consumer what lab-grown diamonds were for,” she says. “They said it’s for fashion, not for anything serious. It was like they were trying to exert market control and keep lab-grown in a separate lane.”

Of course, a company as big and well-known as De Beers can’t rock the boat without creating some far-reaching ripples, and it did — just not necessarily the ones it may have been expecting.

Stamp of approval?

If De Beers’ subliminal strategy was to create an invisible barrier around the space where lab-grown was supposed to reside, the plan did not unfold as it was meant to. Rather than decreasing interest in synthetic diamonds as a viable alternative to natural, the company’s move into the space solidified lab-grown’s legitimacy among trade members and consumers alike.

“[De Beers] kind of heightened the awareness and desire for lab-grown diamonds,” explains Adrienne Fay, vice president of Warren Buffett-owned jeweler Borsheims. “Maybe it was an unintended consequence, rather than a misstep, that by trying to point out that this is a product inferior to mined diamonds, it sort of highlighted the fact that it’s actually a product very similar to mined diamonds, and that there is a demand for it.”

The De Beers name on lab-grown jewelry became the ultimate stamp of approval for customers, agrees Eileen Hopman, owner of Hopman Jewelers in Elkhart, Indiana. Whenever she saw doubt from shoppers about the validity of synthetics, she says, she would whisper the magic words: “Even De Beers is selling lab-grown.” From there, the purchase was usually a fait accompli.

Traders, too, have taken the De Beers move as an endorsement, reports Mark Clodius, owner of Clodius & Co. Jewelers in Rockford, Illinois.

“It certainly prompted overall approval throughout the industry, and quite dramatically,” he says. “It achieved so much publicity that it was hard for jewelers to ignore it.”

“What De Beers has…been successful at is having price consistency among diamond growers.”

Adrienne Fay
Vice President, Borsheims

The bridal boom

Fay, Hopman and Clodius are among the jewelers that were already carrying lab-grown diamonds before the launch of Lightbox. From the brand’s debut in 2018 until a year later, the retailers saw a big jump in growth, with sales doubling or better every year after that.

Consumer surveys appear to support this trend. The number of bridal shoppers who feel a natural diamond is important has gone down, according to a 2021 survey from wedding website The Knot. Nearly one quarter of all engagement ring purchases last year featured a man-made center stone, it found — an increase of 11% over two years. Another study, this one by jewelry insurance business Brite & Co., confirms that lab-grown is gaining on natural when it comes to bridal appeal: The market share of synthetic-diamond engagement rings grew to more than 28% in 2021 from 19% the year before, while average spending rose 9%, not far behind the 12% increase that mined stones enjoyed.

Despite the data, however, De Beers insists it will not hop on the lab-grown engagement train and says it still sees synthetics functioning most promisingly in fashion. The lower price point of that segment “opens up a very exciting opportunity for a much higher level of repeat purchases,” says Coe. “There are some retailers out there that are pushing the [engagement] avenue very strongly…but we see the big opportunity for lab-grown elsewhere.”

Still, by setting a bar and sticking to it, Lightbox might be missing out. The bulk of lab-grown sales at Borsheims are for bridal, and synthetics make up approximately 60% of engagement ring purchases at Clodius. Hopman, who first began carrying them as an alternative to natural stones, says they’ve become her bread and butter, making up 90% of all engagement center stones she sells. The lab-created gems have become so popular with her buyers that she has stopped carrying natural diamonds unless they’re preset in a piece she really likes.

“Like De Beers, we were initially promoting them more for fashion jewelry versus engagement rings,” she explains. “But more people came in and wanted bigger diamonds, and as the prices for mined diamonds began to increase, they were stuck settling for either a smaller diamond or a lesser-quality stone. And we began showing them the lab-grown. Once we let them know the Federal Trade Commission (FTC) had sanctioned them as real diamonds, they took off.”

“There are some retailers out there that are pushing the [engagement] avenue very strongly…but we see the big opportunity elsewhere.”

Steve Coe
CEO, Lightbox

The price is right

One thing De Beers has managed to do, Fay believes, is contain the price of lab-grown, though not at the $800-per-carat level that Lightbox charges. Not even at the $1,500-per-carat price tag of its Finest line, which includes synthetic stones with a higher color range of D to F.

“De Beers, because they’re such a behemoth, they’re going to have an impact,” asserts Fay. “I think what De Beers has managed to disrupt, and been successful at, is having price consistency among lab-grown diamond growers.”

The figures seem to prove her right. Within six months of Lightbox’s arrival on the scene, the average discount for a 1-carat lab-grown diamond grew to 42% of the equivalent natural stone — up from 29% in January 2018, just before the De Beers brand launched, according to data that Reuters cited from industry analyst Paul Zimnisky. Meanwhile, wholesale prices for synthetics fell 13.3% from 2019 to 2020, according to online marketplace Virtual Diamond Boutique.

Clodius and Hopman are currently selling lab-grown engagement rings at approximately 50% to 70% of their natural counterparts’ prices, depending on the cut and carat weight of the stone, and the price they pay their lab-grown suppliers has dropped since 2018. However, they’re a bit more hesitant to attribute the latter development to Lightbox. So is Zimnisky.

“I believe it’s the overall fundamentals of the market that are pressuring lab-grown diamond prices — particularly the supply side of the equation — not Lightbox per se,” Zimnisky says. “Perhaps the Lightbox launch a few years back has accelerated this trend, but when you really look at the supply fundamentals of the space, how many new producers have entered the space in the recent past, I think it’s more production growth and production improvements that have accelerated supply [and] most heavily weighed on prices.”

“It was like [De Beers was] trying to exert market control and keep lab-grown in a separate lane.”

Pam Danziger
Jewelry consultant

Down the line

What does the future hold for lab-grown, and will De Beers play a role in how it gets there? The answer depends on whom you ask.

“Will lab-grown diamonds fall into fashion? Yes,” says the IGDA’s Garard. “But will they also still fall into bridal and high-end? Absolutely. And supply is too tight to meet demand currently, so to have a carat sell for $800? I think that’s a bit low.”

Zimnisky disagrees: “Ultimately, I think the Lightbox price point is the right level for the lab-grown diamond product in general. Sometimes I think it’s too low, and sometimes I feel that it’s too high, so that’s probably a sign that it’s just about right — for now, at least. However…in five years’ time, this price point will probably seem too high. I think we’ll see $500 per carat or less in 10 years’ time. Longer-term, I think the price point is what will ultimately relegate the product to more ‘fashion’-oriented — more so than marketing efforts.”

Source: Diamonds.net

Russia Crisis Puts Diamond Marketing in Jeopardy

The Natural Diamond Council (NDC) is facing a massive budget cut in 2023 unless the industry steps in to compensate for the loss of Alrosa’s financial contribution, CEO David Kellie told Rapaport News.

“We’ve probably been impacted more than anybody [by sanctions against Russian diamonds] in as much as Alrosa was almost half of our funding,” Kellie said in an interview on Thursday. “I want people to understand that we are facing this financial shortfall, and it’s up to the industry to figure out whether we want to be successful or not.”

Following Russia’s invasion of Ukraine and subsequent sanctions placed on Alrosa, in March the miner suspended its membership of the NDC, which is mandated to promote natural diamonds on behalf of the industry. The company also stepped down from the NDC board and notified that it would cease all financial contributions.

Alrosa accounted for 45% of the NDC’s $70 million annual budget. De Beers contributes an equal amount, and the remaining members — Lucara Diamond Corp., Arctic Canadian Diamond Company, Petra Diamonds, Rio Tinto and RZM Murowa — make up the rest. India’s Gem and Jewellery Export Promotion Council (GJEPC) also contributes.

The loss of Alrosa’s estimated $31.5 million will not affect the NDC’s 2022 budget since it receives funding in advance of its spending plans, Kellie noted. Rather, it impacts the group’s plans going into 2023, “leaving us with a significant challenge for next year,” he stressed. “We need to resolve this by October time to have visibility as to what our strategy will be for next year.”

Now in his third year as NDC CEO, Kellie is appealing to others in the industry to support the organization and enable it to build on the strong growth experienced last year. The jewelry sector saw double-digit growth in 2021, exceeding pre-pandemic levels, by most reports. The spike in demand also had a positive ripple effect on the rest of the diamond and jewelry market.

“I think we’ve proven what we’re capable of doing since launching the Natural Diamond Council, and the impact of consumer demand on our industry,” he explained. “The last year and a half has demonstrated that the whole value chain is dependent on consumer demand.”

The NDC launched in mid-2020, rebranding from the Diamond Producers Association (DPA) as the body responsible for category marketing and driving consumer interest in diamonds. It shifted from a reliance on one central advertising campaign toward continuous content creation suitable for all platforms, particularly social media.

Now, after Alrosa has withdrawn its funding, the NDC needs more stakeholders from the industry to fill the void, Kellie pointed out. A fraction of revenue from various points in the supply chain would massively change the ability of the NDC to drive consumer demand, he noted.

The organization is still considering how companies can contribute, as well as the general appeal it is making, which would have to align with its legal structures and bylaws. Currently, funding could be via a voluntary contribution by corporations or through retail partners investing in their locality by using the NDC’s marketing assets — an avenue that has grown over the past two years, Kellie said.

He is calling on the industry to demonstrate leadership to drive consumer demand for diamonds.

“It’s a case of how we are going to keep this incredible industry moving forward,” he stressed. “My view remains that we are half the size that we should be if we look at the industry as part of luxury and not as a commodity. I would love to continue to drive this industry forward and to build it to what I believe it should be.”

The NDC is currently shooting its 2022 campaign, which will be unveiled around September, ahead of the holiday season. Kellie declined to confirm whether actress Ana de Armas had signed as ambassador for natural diamonds for a third year.

Source: Diamonds.net

What is a ‘lab grown diamond’ ?

What is a ‘lab grown diamond’ ?

Laboratory grown diamond term is still a source of confusion for many diamond buyers and jewellers.

Natural Diamonds have been high coveted and sort after for thousands of years.

Diamonds have always been a status symbol for the elite and super wealthy, only becoming available to the general populations after large discoveries and marketing by the De Beers group.

The demand for mined diamonds has grown over the past century, At same time the source of new ground to mine has become ever increasingly hard to find or work.

This created the need for a scientific way to create alternatives. Enter Lab grown diamonds, or laboratory created diamonds.

Many Jewellers and most consumers are still confused about the process of creating a diamond, and how these stones actually differ from mined diamonds.

Laboratory grown diamonds are precisely the same in every way to mined diamonds but one. How the diamonds carbon bond grows under heat and pressure.

The growth structure of the carbon in natural mined diamond is haphazard and mixed with elements other than carbon. Nitrogen is the most common.

Lab grown are pure carbon for the most part, with distinctive growth structures visible under high magnification in gemological equipment available at the worlds notable laboratories.

How Can You Tell the Difference Between Lab Grown Diamonds?

Short answer is you can’t.

Lab grown diamonds are visually indistinguishable from natural diamonds, Not even and expert can tell the difference without gemological tasting equipment.

*DTC Diamond View at the DCLA Laboratory Sydney*

While some differences in old HPHT Lab diamonds can be identified under a special microscope, there’s nothing obvious about a lab grown diamond.

So how can a laboratory tell the difference?

Almost all natural diamonds contain traces of nitrogen, This is actually what gemologists use to screen out potential lab grown diamonds for further testing.

The actual gemological test requires state of the art gemological equipment. No counter top testers can prove the origin.

Are lab grown as durable as natural ?

The fact is lab grown diamonds are identical natural diamonds in strength, most of which have no flaws which could cause durability issues.

So as to the question Is a Lab Grown Diamond a Real Diamond ?

Answer is, Yes, lab grown diamonds are 100% as real as diamonds that have been mined from the earth.

Not only are they identical in every single way except origin, they have all the same optical properties as mined diamonds.

DCLA remains the only laboratory in Australia that guarantees, every diamond ever graded has been tested for origin and all known treatments.

De Beers rises small diamonds price amid shortage

De Beers, the world’s top diamond producer by value, has once again increased the price of its smaller stones as sanctions on Alrosa, its Russian rival, have worsened a global shortage caused by two years of covid-related shutdowns.

The Anglo American unit had hiked prices by about 8% at its first sale this year, with the sharpest increases of up to 20% affecting small-scale roughs, as demand reached pre-pandemic levels.

Prices for these diamonds, which usually end up clustered around the solitaire stone in a ring, have soared since early April, when Alrosa was targeted by US sanctions related to Russia’s invasion of Ukraine.

Diamonds are one of Russia’s top ten non-energy exports by value, with shipments in 2021 totalling over $4.5 billion, and its state-owned diamond producer is responsible for about a third of global supply.

Unlike Alrosa, De Beers doesn’t produce much of diamonds used in lower-end jewellery usually found a chain stores such as Costco or Walmart which is creating increasing shortages as Alrosa’s ability to supply the market remains uncertain.

People familiar with the matter told Bloomberg that De Beers applied a 5% to 7% price increase this week in Botswana, where the company holds 10 sales each year in events known as sights.

Around 60 handpicked customers known as sightholders are given a black and yellow box each time. These contain plastic bags filled with stones, with the number of boxes and quality of diamonds depending on what the buyer and De Beers had agreed to in an annual allocation.

De Beers rises small diamonds price amid shortage
Prices for small rough diamonds, the type that would end up clustered around the solitaire stone in a ring, are climbing.

*Prices for small rough diamonds are climbing.*

The miner increased the price of its rough diamonds throughout much of 2021 as it sought to recover from the first year of the pandemic when the industry came to a near halt.

The strategy, which applied to stones bigger than 1 carat, granted De Beers a steady recovery during the year, with prices gaining 23% in just over a year, parent company Anglo American said in a December presentation.

De Beers now only carries working inventory stocks and its mines are running at full tilt. There is little chance of material increases in supply before 2024, when a $2 billion underground expansion of its Venetia mine in South Africa is expected to be completed.

The diamond jewelry industry is going into the year with diamond supply at historically low levels, estimated by Bain & Company at 29 million carats in 2021. “Upstream inventories declined ~40%, driven by high demand and slow production recovery, and are near the minimal technical level,” the report stated.

Source: mining.com

US Demand, Uncertain Supply Buoy Diamond Prices

Diamond trading was stable in May despite concerns about inflation, rising interest rates and slumping stock markets. Polished prices initially declined but later steadied as dealers anticipated supply shortages resulting from Russian sanctions.

The RapNet Diamond Index (RAPI™) for 1-carat diamonds slid 0.5% in May but was 9.3% higher on June 1 than at the beginning of the year.

RapNet Diamond Index (RAPI™)
	May	Year to date Jan. 1 to June 1	Year on year June 1, 2020, to June 1 2021
RAPI 0.30 ct.	0.6%	1.3%	-0.1%
RAPI 0.50 ct.	-0.3%	5.8%	8.2%
RAPI 1 ct.	-0.5%	9.3%	22.1%
RAPI 3 ct.	-0.3%	10.6%	25.7%

US demand is supporting the market even as economic uncertainty sets in. Expectations are rising for the Las Vegas shows, which begin June 8. Dealers hope the positive sentiment will boost trading in the second half of the year. Chinese wholesalers remain cautious as activity resumes after the country’s Covid-19 lockdowns.

Inventory levels are high but have decreased in select categories. The number of diamonds on RapNet stood at 1.8 million as of June 1, up 43% from a year earlier. The quantity of 0.30-carat, D- to H-color, IF- to VS-clarity goods fell 14% in May; 0.50-carat diamonds in the same range declined 11%. Both categories were still significantly above last year’s levels.

While the sanctions on Russian goods have not yet caused notable polished scarcities, shortages are likely in the coming months. Rough supply has dropped since Alrosa canceled its March and April sales. Prices at rough auctions have increased — particularly in the small-diamond category, which Alrosa dominates. De Beers raised prices of small rough at its latest sight from June 6 to 10.

The market is splitting into two segments: Russian and non-Russian goods. Some big cutters are finding ways to buy Alrosa rough in order to serve centers that remain open to buying Russian-origin polished. These diamonds will likely sell at a discount to non-sanctioned ones.

US and European jewelers and brands may have difficulty filling their sourcing requirements in the coming months without Russian supply. This will lend further support to diamond prices.

Source: Diamonds.net

Gem Diamonds unearths 125-carat diamond in Lesotho

Africa-focused Gem Diamonds has found a 125 carat rough stone at its Letšeng mine in Lesotho, the miner’s second rock over 100 carats mined this year.

The company, known for the recovery of large, high quality stones in 2020, has seen output of high quality diamonds surpassing the 100 carat mark become less frequent over the past year.

In 2021, Gem Diamonds found only six of such diamonds at Letšeng, compared to the 16 it discovered in 2020.

The find comes as prices for small diamonds have jumped about 20% since the start of March, as cutters, polishers and traders struggle to source stones outside Russia.

State owned Russian miner Alrosa, the world’s top diamond producer by output, was hit with US sanctions following Moscow’s invasion of Ukraine.

Higher prices for lower end stones are good news for miners, but not a game changer, experts say. While every mine is different, a general rule is that 20% of production the best stones account for about 80% of profits.

Since acquiring Letšeng in 2006, the company has found more than 60 white gem quality diamonds over 100 carats each, with 16 of them recovered last year. At an average elevation of 3,100 metres (10,000 feet) above sea level, Letšeng is also one of the world’s highest diamond mines.

Source: mining.com

Botswana sees Russian diamond ban opening door to synthetic gems

*Mirny, Sakha Republic, Russian Rough Dimaonds*

Botswana, Africa’s top diamond producer, sees a prolonged ban on Russian diamonds opening the way for synthetic gems to expand market share, the country’s minister told a mining conference on Monday.

The United States, the world’s largest market for natural diamonds, imposed sanctions on Russia’s state-controlled Alrosa in April, aiming to cut off a source of revenue for Moscow after its February invasion of Ukraine.

Alrosa, the world’s largest producer of rough diamonds, accounted for about 30% of global output in 2021.

Botswana’s Minister of Minerals and Energy Lefoko Moagi said the ban on Russia diamonds might push prices up to the benefit of rival producers but he also said the gap would be hard to fill.

“We see the 30% gap that will be left by the ban being plugged by something else that is not natural. And for us that will be a challenge,” he said.

Jacob Thamage, head of Botswana’s Diamond Hub, said uncertainty over the Ukraine conflict makes it difficult for Botswana and other natural diamond miners to fill the supply gap as ramping up operations requires significant investment.

“You don’t want to invest a lot of money to up-scale and then the war ends the next day,” Thamage said. “We also see the higher prices pushing consumers to substitutes such as the synthetics and this can cause problems for us if we cede the market to unnatural stones.”

Sales at Debswana, a joint venture between Anglo American unit De Beers and Botswana’s government, accounts for almost all of Botswana diamonds exports. These stood at $3.466 billion in 2021 compared with $2.120 billion in 2020.

Thamage also fears that consumers might start to shun natural diamonds due to traceability issues.

“There is an increased fear that buyers of diamonds will begin to treat all natural diamonds as conflict diamonds and therefore shift to unnatural diamonds,” he said.

Source: mining.com

Diamond prices are spiking and even De Beers can’t fill the gap

*Alrosa canceled its last sale in April and is unlikely to sell any large volumes again this month*

Prices are surging in some corners of the rough-diamond market, as sanctions on one of the world’s two giant miners ripple through the supply chain. In the past, the industry could turn to behemoth De Beers to crank out extra gems when supply ran tight — but not this time.

The price of a small rough diamond, the type that would end up clustered around the solitaire stone in a ring, has jumped about 20% since the start of March, according to people familiar with the matter. The reason: Diamond cutters, polishers and traders are struggling to source stones after the US levied sanctions on De Beers’s Russian rival, Alrosa PJSC, which accounts for about a third of global production.

For most of the modern history of diamonds, this is the sort of situation where De Beers could have tapped its vast stockpiles or simply fired up latent mining capacity. Little more than 20 years ago, its safes in London held stocks of diamonds worth perhaps as much as $5 billion.

Those days are now long gone. The company only carries working inventory stocks and its mines are running at full tilt. There is little chance of material increases in supply before 2024, when an expansion at its flagship South African mine will be completed.

“It’s very difficult to see us bringing on any new production,” Chief Executive Officer Bruce Cleaver said in an interview in Cape Town. “Thirty percent of supply being removed isn’t sustainable.”

De Beers also produces relatively few of the type of diamonds Alrosa specializes in: the small and cheap gems that surround a larger center-point stone or are used in lower-end jewelry sold in places like Walmart or Costco.

For many in the sector, that means growing shortages unless Alrosa and its trade buyers can find a work around.

Alrosa canceled its last sale in April and is unlikely to sell any large volumes again this month, the people said. It’s uncertain when the company will be able to sell normally again, they said, even as the company, banks and buyers look for solutions.

Source: mining.com

Angolan diamond mine says Russia sanctions could hurt operations

Endiama, which holds the exclusive concession for diamond mining rights in Angola, has already flagged an almost one-third reduction in diamond output this year.

Angola’s state-run diamond miner Endiama could face a hit to its operations as Western sanctions on Russia could delay supplies of parts and machinery, according to a government brochure.

The government publication was made available at the Mining Indaba conference in Cape Town on Monday.

Western nations have unleashed crippling economic sanctions against Russia after Moscow’s invasion of Ukraine in late February.

Endiama, which holds the exclusive concession for diamond mining rights in Angola, has already flagged an almost one-third reduction in diamond output to 10.05 million carats this year, from a forecast 13.8 million carats.

The company expects revenue of about $1.42bn from the sale of its diamonds this year.

“One of the great challenges for 2022 will certainly be to maintain the sustainability of the mines while the war between Russia and Ukraine lasts,” said the government brochure, “since the sanctions that the United States and Western countries have imposed on Russia may affect some national mining companies, delaying the supply of some machinery, parts and spares.”

Endiama has signed contracts with Rio Tinto to explore its Chiri mine in the Angolan province of Lunda Norte, while another project, Luaxe, was also expected to begin pilot production, it added, without providing a timeline.

Last month, diamond miner De Beers signed two mineral investment contracts with the Angolan government, the Anglo American subsidiary said ahead of a return to the country it left in 2012.

Source: Reuters

Gem Diamonds’ Revenue Rises in Q1 2022

Gem Diamonds’ revenue in Q1 2022 (ending March 2022) has gone up 4% quarter-on-quarter and 19% year-on-year to $52.1 million, IDEX Online reports.

The miner, which owns 70% of the Letseng mine in Lesotho, sold 28,461 carats during the quarter – a rise when compared to the 24,790 carats it sold in the previous quarter. However, prices fell from $2,018 to $1,831, according to the report.

Clifford Elphick, Gem Diamonds’ CEO, said: “We remain confident about the outlook for diamond prices, particularly for Letseng’s large high-value diamonds with an average price of $1,831 per carat achieved during the period. Prices achieved on a like-for-like basis continued the largely upward trend from 2021.”

Source: israelidiamond.co.il