DPS Retail Landscape Study: It’s Rough Terrain for Jewelers

The year 2000 is one that many diamantaires remember as a year of infamy. That's when De Beers took a critical look at how diamond jewelry was performing in the market, relative to other luxury categories. While diamond sales were growing every year—and continue to do so—the rate of growth lags behind that of other luxury goods. That discovery spawned the re-evaluation of De Beers' business model, which led to using the Diamond Trading Company name for its rough diamond operations and implementing the Supplier of Choice initiative. Supplier of Choice was meant to ensure that every member of the diamond distribution chain either added value to the product or got out of the chain. The ultimate goal was both to increase profitability and raise diamond sales growth in line with other luxury categories. How successful the plan has been is still a matter of debate, but diamond jewelry

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