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The diamond industry relies on consumer confidence for its survival. We are vigilant in protecting and certifying the integrity of diamonds to build consumer confidence.

The importance of public trust in business has never been higher. This is partly because of the emerging influence of the Millennial generation (people aged 18-34), which puts a great premium on authenticity and transparency.

And trust is the foundation of our business because consumers’ confidence is at the heart of demand for diamonds. Without consumer demand, we lose our principal source of value.

Our long-term success therefore depends on a strong ethical foundation. That is why we adhere to the highest level of business integrity and work with customers and suppliers to maintain ever stricter standards across the industry as a whole.

Our pioneering Best Practice Principles assurance programme provides a set of mandatory environmental, social and ethical requirements that apply to our own operations, as well as to those of our Sightholder customers and diamond contractors. We’re also committed to respecting human rights within our operations.

That means every diamond sold under our Forevermark brand comes with the promise that it is not only rare and beautiful but responsibly sourced.

For more information on our Confidence initiatives, see our 2016 Report to Society.

Performance highlights


people covered through our bpp programme

(2015: 320,000)


compliance with the kimberley process

(2015: 100%)


hours invested in training on human rights

(2015: 2,496)