De Beers marketing spend this years is more than $140 million, This is the biggest De Beers push in a decade.
The marketing will focus on increasing consumer demand for diamond jewellery in US, China and Indian markets.
The De Beers brands, Forevermark and De Beers Diamond Jewellers. Will receive the most funding, But Debeers will also increase its contributions to the Diamond Producers Association and India’s Gem & Jewellery Export Promotion Council.
Stephen Lussier, De Beers’ executive vice president of marketing and CEO of Forevermark. Said the consumer expenditure for diamond jewellery over the past five years collectively has been the highest on record. and this made the outlook positive.
Lucapa Diamond Company announced Thursday it has recovered seven stones exceeding 50 carats at its Lulo mine in Angola, including two type IIa stones.
The two IIa stones weigh 68 carats and 83 carats. All seven rough diamonds scheduled to sell in September as part of the next parcel marketed by Sociedade Mineira Do Lulo the mining company in which Lucapa has a 40% stake.
The large diamond finds come from Lulo’s block 8, at which Lucapa recently resumed operations at the end of the wet season.
This area is known for yielding large diamonds, including Angola’s 404 carat rough diamond which is the biggest recorded and sold for $16 million.
There are a number of ways to verify that your diamond matches the diamond certificate it is purchased with. If you purchased a diamond that is laser inscribed, ask your jeweller to show you the laser inscription under magnification. This way, you will always be able to identify the diamond as your own.
DCLA also performs a verification service, for both DCLA certified diamonds and for diamonds certified by other internationally recognised laboratories. Bring or send your diamond, together with the diamond grading certificate, to the DCLA laboratory and the diamond will be conclusively matched against the certificate. DCLA can then cold laser inscribe the diamond with either the diamond grading certificate number, or with a personalised message.
A diamond valuation is only done once the diamond has been set in the ring. Inclusions are hidden, colour is obscured, carat weight and measurements have to be estimated. This makes it impossible to determine the exact characteristics (4 C’s) of the diamond and consequently the “valuation” can be significantly different to the actual value. In fact most valuations have the following disclaimer: “Gemstones have not been removed from settings for accurate assessment, all grades and weights are approximate.” Often these insurance valuations are used as selling tools by jewellers; for example, when selling a diamond ring for $10 000 a jeweller may present a valuation for $15 000. The customer will think he is getting a very good deal, however the diamond ring had never ever been sold at that value.
You can have your certified diamond sealed in a DCLA Certicard ® Seal which will provide a further safeguard against your stone being substituted. The seal has a number of security features including electrostatic security bars, pressure-sensitive transparent adhesive and Cryptoprint® text which becomes visible after opening the seal. It is therefore very difficult to tamper with the seal. This sealing will also protect your diamond against damage and dirt.
The DCLA uses the latest equipment and technology to detect and conclusively identify treated diamonds, synthetic diamonds, and fake diamond simulants. All diamonds that are submitted for grading to the DCLA laboratory are screened for treatment and authenticity. Diamonds that require further testing are then examined and tested on advanced equipment to conclusively determine their authenticity.
Laser inscription is the use of a very fine, precise laser beam to write a diamond certificate (diamond grading report) number or customised personal message on the girdle (outside perimeter) of a diamond. The diamond’s laser inscription is totally invisible to the naked eye and can only be seen with a magnifying loupe. It does not change the colour or clarity grade of a diamond and is considered permanent as it can only be removed by a professional diamond cutter.
The DCLA is the only internationally affiliated and locally accredited diamond grading laboratory in Australia. Although there are other highly respected laboratories internationally, the DCLA is the only recognised diamond grading laboratory located in Australia, making it easier for Australians to deal with any problems or queries as they arise. In addition, DCLA is the only diamond certification laboratory to stand behind our work and offer a full-replacement Diamond Grading Guarantee.
Ask the jeweller if the diamond certificate comes from an independent diamond laboratory or if it produced by a diamond merchant or retailer, then do your research. Make sure the certificate is issued by the DCLA or another highly respected diamond grading laboratory; DCLA is the only diamond grading laboratory worldwide to offer a full-replacement Diamond Grading Guarantee.
If you were buying a house would you accept an inspection from the owner? Of course you wouldn’t, you would insist that the inspection be done by an expert with no financial interest in the transaction. This situation is the same when buying diamonds. Be careful of diamond reports produced in-house by diamond merchants or retailers, as the report may be inaccurate and overstate the actual grading of the diamond.
