Interview
Branding Comes to the Diamond Industry
All companies and industries have their distinctive features, yet all share certain structural attributes characteristic of competitive markets. As an organisation, De Beers and its Central Selling Organisation, now known as the Diamond Trading Company (DTC), has always been dedicated to the balancing of supply and demand for rough diamonds in order to provide price stability and preserve diamond value. De Beers, until recently, was utterly unique. The company managed a buffer stock, which in 1998 reached approximately $5 billion, housed mainly in its vaults in London. Since then the stockpile has been...