South Africa's small-end diamond producers are battling to survive in a diamond situation in South Africa which is under severe pressure, South African Diamond Producers Organisation (Sadpo) reported on Thursday.
Sadpo chairperson Gert van Niekerk and vice-chairperson Lyndon De Meillon painted a dire picture of the current situation during a Zoom interview with Mining Weekly in which reference was made to blood being on the streets of small South African towns as a result of the global diamond crisis. (Also watch attached Creamer Media video.)
"To ensure that natural diamonds regain their shine, the industry needs to aggressively and cleverly advertise diamonds to the younger generation to embrace the natural source, age and amazing creational history of natural diamonds," De Meillon urged.
"This means that branding and traceability will become more important as today's consumer is much more conscious of the impact mining has on the environment and on the communities where diamonds are being mined."
Sadpo was founded 23 years ago to streamline the alluvial diamond industry and to speak on behalf of the smaller end of South Africa's diamond business.
De Meillon put South Africa's current drastic carat reduction situation mainly down to price.
"To understand this, we need to go and look at it in a bit more detail," he pointed out.
This is because the current price crisis in the diamond industry as a whole is partly the industry's own doing, and partly due to external circumstances, unfortunately both combining at the same time to create the perfect storm, driving prices down, probably for the longest period since the Great Depression of the 1930s.
In the early 2000s, De Beers stepped back from its role as curator of the industry, to ensure that it was no longer seen as a monopoly. Then, when it went completely into the Anglo American fold in 2011, the focus on aggressive advertising fell away, "most likely because of the loss of the key experience of the Oppenheimer family", De Meillon commented.
Other role players in the industry did not step in to fill up the advertising void, even though diamonds are luxury items and consumers have to be continually reminded about why they need them.
At the same time, technological advances meant that larger and better quality laboratory-grown diamonds could be produced.
Initially, consumers were hesitant to accept lab-grown diamonds for emotional privileges like engagements and weddings, but then a couple of things changed.
Pandora announced that they would only be selling lab-grown diamonds in their jewellery, one reason being that it is more environment-friendly to produce diamonds in a laboratory, which is obviously debatable.
Then De Beers launched the Lightbox campaign with their own brand of lab-grown diamonds, something which has since been discontinued.
But in the eyes of the consumer, this gave credibility to lab-grown diamonds, and the sales started to pick up to a point where up to 50% of bridal sales in the US this year could well be from lab-grown stones.
The retail sector also took advantage of this because of the higher margins associated with lab-grown diamonds and actively marketed lab-grown diamonds to consumers.
Of the major external factors that impacted price lately, probably the biggest one in the past 15 years was Covid, when there was a sharp downturn in prices, which also coincided with a sharp reduction in production, as many mines closed for a period.
Then, the strong demand in the month following Covid pushed prices up sharply while supply lagged.
But when the mines stepped up supply, they over-estimated demand.
Moreover, when that production came into the market, the world was caught up in high inflation and high interest rates, combined with increased political instability, "all of which are bad for luxury items", De Meillon noted.
Also, with the advent of electronic-commerce, the diamond pipeline became considerably shorter.
So, the world is currently sittin...