WE WANT TO LEAD THE DIAMOND INDUSTRY BY EXAMPLE
Our diamonds are sold in every corner of the world. And they’re brought to our customers by a team of more than 20,000 people. As the world’s leading diamond company, it’s our responsibility to lead the industry by example, influencing positive change and shaping the way the world experiences diamonds.
Our Purpose is to Make Life Brillant
Diamonds bring beauty to the world. But they do so much more. Our diamonds and our business make an impact in a much deeper and more meaningful way, helping to make life brilliant for our people, our customers and the world around us.
For our colleagues, a brilliant life means realising one’s full potential.
For our partner communities, a brilliant life means a thriving and resilient future, lasting long after our last diamond has been recovered.
For the natural world, a brilliant life means a balanced and flourishing planet.
And for the people who give and wear our diamonds, a brilliant life means expressing their most meaningful emotions with a precious symbol that lasts forever and that can be worn with pride.
These are the things we work towards. These are the things that Make Life Brilliant. This is our purpose.
Our Values Steer Us as We Strive to Make Life Brilliant
PUT SAFETY FIRST
We consider all risks to people and the environment before proceeding with any activity. We address risks before beginning any activity, even if this means stopping a task. Zero Harm is always our goal.
BE PASSIONATE
We are 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, then act with openness, honesty and integrity so that our relationships flourish.
SHOW WE CARE
The people whose lives we touch, their communities, nations and the environment we share all matter deeply to us. We will 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 excellent execution and reward those who deliver.
Our Ambition Is to Pioneer a New Diamond World
We’ve been recovering diamonds for over 135 years. But our world is constantly changing, and to remain a leading company, we need to change too, not just with it, but ahead of it. So we’re rewriting the rules to shape a brighter future. One that is more equal, more intelligent and more connected. We use teamwork, technology and a forward-thinking attitude to build a world of innovation and opportunity: a new diamond world we can all take pride in.
- A world where every employee is safe, has equal opportunity, and is equipped and empowered to contribute in a meaningful way.
- A world where our communities are equal and active partners — with access to opportunity – in maximising the value of their natural resource to create sustainable positive impact.
- A world where the ‘mine of the future’ has become reality, and where we leverage technology to recover diamonds with maximum efficiency and a lighter touch on the natural world.
- A world where a diamond’s journey is traced from earth onwards, and where we deliver to our customers the diamonds they want, when they want them.
- A world where we offer people brands that reflect who they are, for every moment they want to mark.
- A world where people cherish the inherent values and value of diamonds. Where they trust where their diamonds come from and the beneficial impact they make. Where they see a natural diamond as a positive symbol of the natural world.
- A world where innovation and opportunity are the status quo, and our leadership is the driving force towards a more progressive industry.
This is the world we need to Make Life Brilliant.
