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What is really behind the jewellery industry’s greatest U-turn? CHAIM EVEN-ZOHAR with PRANAY NARVEKAR analyse De Beers’ real motives.
In the mining business, shouts of “fire in the hole” are warnings that an explosive detonation in a confined space is imminent. They warn of a dynamite charge that has been set. Depending on where you are positioned, ignoring it can be hazardous or even lethal.
The Lightbox Jewelry announcement of De Beers, signaling its policy U-turn of moving into the gem-quality synthetic diamond business, is a comparable ‘fire’ warning to the industry. This explosion may be foreshadowing the eventual end of natural diamond mining.
This U-turn by De Beers has always been a question of ‘when’ and not ‘whether’. The introduction of the Lightbox lab-grown diamond jewellery lines, coming on top of several other lab-grown diamond collections, symbolises another light pole on the edge of the road towards a rapidly growing global diamond jewellery market in which, eventually, any dissimilarity (differentiation) between lab-grown and naturally mined diamonds will evaporate.
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