De Beers looks to natural-product trend in contest with lab-grown rivals
The diamond group’s chief executive sees consumer interest in natural products as a potential advantage, though the supplied report gives no evidence of a sales recovery.
De Beers is looking to consumer interest in natural products to help it compete with sellers of lab-grown diamonds, according to a Financial Times report published on 27 September.
The company’s chief executive believes a cultural shift towards “natural” products could support demand for mined diamonds. The view frames natural provenance as a point of difference in a market facing competition from lab-grown alternatives.
The supplied report material does not detail the scale of any shift in consumer preferences, or provide sales figures showing that it is translating into stronger demand for natural diamonds.
Nor does the material specify measures De Beers plans to take to turn the trend into a commercial advantage. The company’s thesis therefore rests, in the information provided, on its chief executive’s assessment of consumer tastes.
