Sparkling mainland is De Beers' best friend by Kelly Ip
Diamonds are a girl's best friend and, according to the world's leading diamond company, many of those girls are now in China.
Philippe Mellier, chief executive of De Beers, said the demand for both rough and cut diamonds in the mainland has increased at a
rate of 5-10 percent annually over the past few years.
China is now De Beers'
second-biggest diamond market and accounts for
25 percent of its business.
De Beers, which produces more than
40 percent of the world's diamonds, said the
United States remains the largest market in the world.
But
demand in China is now higher than either there or in Europe.
Varda Shine, chief executive of the Diamond Trading Co, De Beers' rough diamond distribution arm, believes the beginning of next year will be a good time for the diamond market in
both India and China."In Indian weddings they use a lot of small stones while the Chinese are starting to see diamonds as luxury items."
The company expects to recruit more sightholders, besides the current two in Hong Kong -
Chow Sang Sang Jewellery Co and
Chow Tai Fook Jewellery Co.
Sightholders are companies
authorized to purchase rough diamonds in bulk.
Mellier believes the price of diamonds will grow steadily despite central banks announcing asset purchases, such as the third phase of quantitative easing to boost the US economy.
Since the announcement of QE3, gold prices have risen to a 29-week high as demand for the metal grows.
However, Mellier said diamonds are not a commodity in which to invest.
"We insist diamonds are luxury items and cannot be compared to gold as commodities."
There are two De Beers stores in Hong Kong and four in China, and the company is looking for more partners. "We have exciting ideas like different colored diamonds set in unique jewelry designs," Shine said.
As the largest supplier of rough diamonds in the world, Mellier said it is the leader of the industry, not the controller.
"We behave as a leader and see what we can do to make the industry healthier."
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