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3. The global diamond industry is expected to do well in the coming five years ahead. Despite lingering
concerns about the global economy, the diamond industry was surprisingly resilient in the past years.
Although it appeared the recession would slow sales of diamond jewelry, overall demand has continued
to grow. Diamonds were as resilient as the overall luxury category. Last year it was projected that sales of
diamond jewelry would return to pre-crisis levels by 2013, a projection that can be called over-optimistic.
In fact, sales surpassed their pre-crisis peak in 2011, two years earlier than anticipated. Overall, 2011 saw
retail sales of diamond jewelry reach a new high, growing 18% from 2010. Diamonds were as resilient as
the overall luxury category. 2012 saw retail sales of diamond jewelry reach a new high, growing 18% from
2010.
Powered by strong demand, the diamond market in all countries is developing rapidly. The number of
retail jewelry outlets is soaring, and a growing number of consumers are adopting the Western practice of
giving gifts of diamond jewelry to celebrate engagements, weddings and anniversaries. Many consumers
are coming to view diamonds as investments. Some more established markets grew more slowly or
suffered setbacks in 2011.
The US, the world’s largest diamond jewelry market, posted a 7% gain in sales as the country’s economy
rebounded, with a 1.7% increase in 2011 GDP. Consumer confidence there continues to strengthen.
European sales of diamond jewelry fell slightly from 2010 to 2011, while sales in Japan slid by 6%. De
Beers announced plans to decrease output to between 28 million and 30 million carats—a cut of 5% to
10% compared with 2011. Rio Tinto expects to post growth based on the performance of the first nine
months of 2012, because of a 17% increase in output from the Argyle mine and a 5% increase from the
Diavik mine. ALROSA is expected to maintain current production levels.
4. View This Report
The diamond industry also faces a period of considerable change. Soaring demand from China has shown
a similar pattern to the US over the years. It means a buoyant outlook despite the short-term ructions.
Yet both BHP Billiton and Rio Tinto are trying to sell their diamond mines. With the market still tightly
held and few large discoveries in the past two decades, the mining groups have struggled to expand their
market share. Accounting for less than 1% of the miners’ profits, the diamond operations are not large
enough to justify management’s time on a sector that shares few attributes with their larger segments.
For the industry such experiments are part of attempts to sustain the demand for diamonds since De
Beers moved away from championing the entire sector.
Aruvian Research analyzes the global diamond industry in its research report Analyzing the Global
Diamond Industry. The report begins with an analysis of the global mining industry and we analyze the
industry through an industry definition, industry statistics, industry value and volume analysis, industry
segmentation and an industry forecast.
An introduction to diamonds follows. We look at the history of diamonds, the material properties of
diamonds, how diamonds are formed, the emergence of rough diamonds, a look at the Kimberley
Process amongst others. We analyze the role De Beers played in making diamonds popular and in
establishing a proper marketing strategy for diamonds over the years.
Key diamond markets are analyzed in this report as well. We look at over ten markets such as Angola,
Botswana, Democratic Republic of the Congo, Israel, China, India, Russia, the US, South Africa, amongst
others.
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