Our strategy

We are committed to securing the future of natural diamonds by optimising production in our existing mines in South Africa, Botswana, Namibia and Canada, including extending their operational life beyond 2050. Our discovery efforts are focused on Angola, where we aim to discover large diamondiferous kimberlites that will define the next generation of diamond supply. By leveraging innovation and responsible mining practices across all of our operations, we ensure the continued supply of the world’s most sought-after diamonds.

By enhancing vertical integration, we are capturing greater value in the midstream segment. We are investing in technology to improve efficiency and drive transparency, creating a more agile and responsive supply chain. Stronger collaboration with our customers allows us to deliver diamonds with greater precision, ensuring that every gem tells a story of provenance, craftsmanship, and authenticity.

Our downstream strategy focuses on key segments and regions where we can drive meaningful impact. Through targeted initiatives, we are championing the natural diamond category and reinforcing consumer understanding of the unique qualities of natural diamonds. De Beers London, our global luxury jewellery house, is pairing diamond expertise and artistry to deliver iconic designs inspired by nature’s beauty and London’s diverse energy, while Forevermark’s expansion in India accelerates our presence in a key growth market.

As we reaffirm our leadership in natural diamonds, we are moving away from lab-grown diamond production for jewellery and doubling down on Element Six’s decades of expertise in synthetic diamonds for industrial applications, unlocking new profit streams through strategic partnerships in growth markets. This shift allows us to focus on areas where synthetic diamonds can deliver significant technological advancements while ensuring our core business remains centred on the timeless beauty and rarity of natural diamonds.