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Diamond jewellery retail is a highly fragmented sector with over 200,000 retail doors selling diamond jewellery worldwide.

In developed markets, retailers have faced pressures from a weak economic environment and strong competition from branded luxury goods and experiential categories, as well as the low-price models of ecommerce companies. On the other hand, the growing middle classes and increasing consumer appetite for diamonds have allowed retailers in developing markets, together with the less prevalent ecommerce models, to enjoy higher margins and return on invested capital, although these too have started to come under pressure.