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In Focus - Magnify Glass

In Focus

Changing consumer preferences

The physical attributes that diamond jewellery consumers are drawn to are accompanied by emotional associations of love and promise, prestige, mystique, tradition and a sense of the eternal.

The miracle of production

The Canadian Arctic and southern Botswana are a long way from the diamond jewellers of Fifth Avenue in New York, Times Square in Hong Kong, Bond Street in London and Place Vendome in Paris.

Safeguarding the industry through technology

Technology plays a vital role across the entire diamond pipeline, helping both to secure future supply and to maintain the diamond dream.