OUR PURPOSE In the De Beers family of companies, we have one purpose: "We are driven to turn diamond dreams into lasting reality." OUR VISION We also have big dreams for the De Beers family. Our ambitious growth vision is focused on: Unlocking the full economic value of our leadership position across the diamond pipeline. Making it a reality by maximising the potential of our global partnerships, the skills and commitment of our people and the magic and emotional value of our product.
	OUR VALUES In everything we do, we strive to reflect the unique qualities of our product. We call this Living up to Diamonds. It means we will… Be Passionate We will be exhilarated by the product we sell, the challenges we face and the opportunities we create.   Pull Together Being united in purpose and action, we will turn the diversity of our people, skills and experience into an unparalleled source of strength.   Build Trust We will always listen first, and then act with openness, honesty and integrity so that our relationships flourish.   Show We Care The people whose lives we touch, their communities and nations and the environment we share, all matter deeply to us. We will always think through the consequences of what we do so that our contribution to the world is real, lasting and makes us proud.   Shape the Future We will find new ways. We will set demanding targets and take both tough decisions and considered risks to achieve them. We will insist on executional excellence and reward those who deliver.   OUR PRINCIPLES The Principles support our Purpose, Vision and Values and apply directly to all our operations. It is for each member of the family of companies to interpret these Principles in ways that are appropriate for their own organisations, without reducing their intent. Three guiding Principles define the way we do business, inform our understanding of what is right and wrong, and describe what is important to us. These are supported by an extended set of discipline-specific Principles that cover the economic, ethics, employee, community and environment aspects of our activities. Sustainable development through partnership: The family of companies is committed to operating in accordance with national legislation and towards the goal of sustainable development. This means ensuring that we consider and take responsibility for the long term economic, social and environmental implications of the decisions we make today – not only for our own business but also for the broader societies in which we operate. We will work with our partners in government to ensure that diamonds, a finite resource, are transformed into economic wealth and improved quality of life and wellbeing for all those stakeholders touched by our business along the diamond pipeline. Diamond dreams and development in Africa: We will work to address the poverty and socio-economic deprivation that affects many of the communities where we operate. We will work with African governments to help realise their long term visions and, through education, training and shared decision-making, to ensure the success of programmes that help build the capabilities of their citizens. In particular, we will partner with our stakeholders to address the priority of HIV/AIDS. We will also work meticulously through the Kimberley Process, the industry's "system of warranties", our Principles and the Diamond Development Initiative (DDI), to ensure conflict diamonds are eliminated from world diamond flows. Accountability and "living up to diamonds": The Principles Assurance Programme translates our Principles into practice and provides a framework for measuring continuous improvement in performance over time. Through peer review across the family of companies, we will help each other achieve this goal. The implementation, monitoring and reporting of these Principles through the Assurance Programme, including a willingness to open up our performance to third party scrutiny, will ensure that our stakeholders are able to rely on our high standards and know that we are "living up to diamonds".