Monday, July 11, 2011

THE DIAMOND INDUSTRY FACT SHEET



FOR MEDIA USE
THE DIAMOND INDUSTRY FACT SHEET
How large is the diamond industry?
Diamonds are one of the world’s, and specifically Africa’s, major natural resources. An estimated US$13 billion
worth of rough diamonds are produced per year, of which approximately US$8.5 billion are from Africa
(approximately 65%). The diamond industry employs approximately ten million people around the world, both
directly and indirectly, across a wide spectrum of roles from mining to retail. Global diamond jewellery sales
continue to grow, increasing three-fold in the past 25 years, and are currently worth in excess of US$72 billion
every year.

What are diamonds used for?
Diamonds have two main uses: in jewellery (due to their rarity and beautiful appearance) and in industry (due to
their unique molecular properties). In terms of quantity, about 30% of diamonds are of gem quality and are
distributed to experts for cutting, polishing and jewellery manufacture. The remaining 70% of diamonds are sold
for industrial applications including cutting, drilling, grinding and polishing in industrial applications.
Why are diamonds unique?
Diamonds have been used throughout history as a symbol to express emotions - love, affection and commitment -
and are often given to celebrate special occasions that are also unique, such as weddings, births and
anniversaries. In many cultures diamonds are considered to be the ultimate jewel.
Diamonds are desirable to consumers because they:

• Hold deep emotional meaning
• Are one of the Earth’s most precious creations
• Are unique, just like the person wearing them
• Were born at the beginning of time and will last for eternity
Diamonds started to form inside the Earth 3.3 billion years ago due to extreme heat and pressure. In this
environment, the carbon atoms in a diamond uniquely bond in pyramid structures; it is this composition which
makes them so vital for industrial applications.
Diamonds are:

• The hardest natural material known to man
• The most effective heat conducting material, which also expands very little when subjected to high
temperatures, unlike most other conducting materials
• Resistant to most acids and alkalis
What is the process that brings diamonds to consumers?
The diamond jewellery supply chain (known as the diamond pipeline) is the process that brings diamonds from
the earth to consumers. It has several different stages:
• Exploration
Diamonds are found in many countries around the world, but the majority (approximately 65%) are found in
Africa. The main diamond producing countries are:

o Angola o Australia o Botswana
Exploration Mining Sorting Cutting &
polishing
Jewellery
Manufacturing
Retailing
FOR MEDIA USE
o Canada o Democratic Republic of Congo
o Namibia
o Russia
o South Africa
Diamonds often exist within kimberlite rock, which is a mineral located often beneath overburden (such as
sand, soil or glacier). Diamond prospectors, who explore for these valuable mineral deposits, often search for
kimberlite (the host rock for diamonds) by testing the ground for changes in magnetic fields.

• Mining
Once diamonds are detected, there are different types of mining operation used to extract them depending on
the environment in which they are found. The majority of diamonds are extracted on an industrial scale by:
o Open pit mining (excavation to reach diamonds on the surface of the ground)
o Underground mining (excavation up to, and in some instances, over 1km below ground)
Following extraction, the ore containing the rough diamonds goes through many stages of crushing and
processing before it can be sorted and classified.
Diamonds are also extracted from alluvial deposits, where they are removed from sand, gravel and clay that
has been naturally transported by water erosion and deposited along either the banks of a river, the shoreline
or on the bed of the ocean. This process is called alluvial mining and is undertaken on an industrial scale by:
o Coastal and inland mining (removal of overburden, such as sand and soil, to find diamonds)
o Marine mining (excavation of diamonds from the seabed)
Diamond mining on a non-industrial scale is undertaken involving individuals, families and communities and
using the most basic equipment, such as sieves and pans – this is known as artisanal mining.

• Sorting
Once processed at the mine, rough diamonds are delivered to sorting experts to be sorted and valued into
different categories in preparation for sale. There are thousands of different categories into which diamonds
can be sorted, dependent on size, shape, quality and colour. The majority of diamonds fall within a range of
standard colours from colourless to faint yellow or brown tints. Some very rare diamonds, known as ‘fancies’,
are bright colours, such are pink, blue or green. A perfectly transparent diamond with no colour or hue is
considered to be the purest, but all rough diamonds have some distinguishing marks, known as inclusions,
which make each one unique.
The best quality diamonds in terms of colour and clarity are distributed to the gem market with an
accompanying Kimberley Process certificate to prove that they are from conflict free sources (refer to
Kimberley Process section below for further details on this process). The remainder are used for industrial
purposes, such as cutting and drilling.
• Cutting and polishing
Gem quality diamonds are usually distributed to one of the main diamond cutting and trading centres in
Antwerp, Mumbai, Tel Aviv, New York, China, Thailand or Johannesburg. Once they arrive at the diamond
centres, experts (known as ‘diamantaires’) cut and polish the rough diamonds into shapes, such as the round
brilliant, the oval, the pear, the heart and the emerald. Polishing follows cutting, before the diamonds are
again classified by their cut, colour, clarity and carat weight – also known as the ‘Four Cs’. These diamonds
are typically sold to diamond wholesalers or diamond jewellery manufacturers in one of the 24 registered
diamond exchanges (known as bourses) located across the world.

• Jewellery manufacturing
Wholesalers or manufacturers buy relatively small amounts of unset, polished diamonds. Wholesalers sell
these to jewellery designers, manufacturers or retailers. Manufacturers will produce diamond jewellery
designed and commissioned by a retailer or other jewellery designer. They may also create jewellery,
designed by in-house teams, and sold direct to retailers. The System of Warranties is used as a declaration
on the invoice for each transaction of polished diamonds to assure industry purchasers and consumers that
their diamonds are from conflict free sources (refer to System of Warranties section below for further details
on this system).
FOR MEDIA USE
• Retailing
The final stage of the diamond pipeline is when diamond jewellery is sold by retailers to the consumer. The
value of diamond jewellery sold each year is approximately US$72 billion, which includes the cost of the
diamonds, precious metals and other gems. The USA represents the largest market (50%), followed by Japan
(15%), Italy (5%), India (3%), China (2%), The Gulf (2%) and other countries (23%). According to independent
research, diamond jewellery is the most highly sought-after category of luxury goods, both by women for
themselves and by men for gifts.
How does the diamond industry promote responsible trading practices?
To promote the trading of diamonds from legitimate sources and to ensure that consumers can be confident in
their diamond jewellery purchases, governments, NGOs and the international diamond industry have worked
together to implement a ‘certificate of origin’ system, known as the Kimberley Process:
The Kimberley Process is a certification system that prevents diamonds from an area of conflict entering the
legitimate diamond supply chain. The Kimberley Process ensures that only rough diamonds accompanied by a
government-issued certificate can be imported and exported, providing an assurance that the diamonds are from
conflict free sources. Under this United Nations mandated system, only countries that are part of the Kimberley
Process can import or export rough diamonds. Today, 74 countries are members of the Kimberley Process,
ensuring that more than 99% of diamonds are from conflict free sources. Anyone who imports or exports rough
diamonds between these countries without a Kimberley Process certificate is breaking the law.
In addition to the Kimberley Process, the System of Warranties was developed by the World Diamond Council
(WDC) to extend the Kimberley Process conflict free assurance to polished diamonds and provide a means by
which consumers can be assured their diamonds are from conflict free sources. Its principal element is a
declaration on the invoice accompanying every transaction (apart from the transaction directly to the consumer) of
polished diamonds that declares the diamonds are ‘not involved in funding conflict and are in compliance with
United Nations resolutions’. The System of Warranties provides assurance that diamonds are from conflict free
sources all the way to the diamond jewellery retailer.
CIBJO, the World Jewellery Confederation, is an international confederation of national jewellery trade
organisations with 40 nations represented. In addition to the national members there are 33 associate members
from the commercial organisations. Founded in 1926, CIBJO's purpose is to encourage harmonisation, promote
international cooperation in the jewellery industry, and to consider issues which concern the trade worldwide.
Foremost among these is to protect consumer confidence in the industry.
The Council for Responsible Jewellery Practices (CRJP, “the Council”) was founded in May 2005 with Members
from the diamond and gold jewellery supply chain, from mine to retail. The current 81 Council Members are
committed to promoting responsible business practices in a transparent and accountable manner throughout the
industry from mine to retail. Their commitment aims to maintain consumer confidence in diamond and gold
jewellery products and the trust of all interested stakeholders in their industry.
When and how did modern diamond mining start?
Modern diamond mining started during the 1870s in South Africa, following the discovery of the Star of South
Africa diamond (83.5 carats in size) on the banks of the Orange River (at the border of Namibia and South Africa)
in 1869. A diamond rush followed and by 1888 the first working mines in the area were established. As
prospecting increased, more diamonds were discovered in other southern African locations. The diamond industry
has since expanded across southern Africa, making this the primary global location for diamond sources today.
How do diamonds benefit people?
As one of Africa’s major natural resources, diamonds are helping transform southern Africa and the lives of its
people. In particular, Africans are using the revenue from diamonds to create wealth for themselves. The diamond
trade contributes approximately US$8.5 billion a year to Africa and is helping the continent in four key ways:
FOR MEDIA USE
• Financial: Diamonds provide a significant economic contribution to the countries in which they are found –
for example diamonds represent 33% of the GDP of Botswana [approximately US$3.3 billion]
• Health: Diamonds play a significant role in helping tackle the HIV pandemic in southern Africa through the
funding of counselling, testing, education, treatment programmes, clinics and hospices
• Education: Southern African countries are using the revenue from diamonds to help more children go to
school for longer
• Employment: More than 38,000 people in southern Africa are employed by the diamond industry


Diamond Color



Colorless and near-colorless diamonds are the most valuable. Though most diamonds may appear colorless to the naked eye, the majority of diamonds contain slight traces of yellow or light brown when viewed under a jeweler's loupe. Depending on the stone's size, a single increase in color grade can boost the value of a diamond by thousands of dollars per carat. A traditional engagement diamond is usually colorless or near-colorless. 
In nature, diamonds can also occur in shades of red, pink, blue, green and deep yellow - These are called "Fancy diamonds". In the United States and around the world colorless diamonds are graded on an alphabetical scale, introduced by the Gemological Institute of America (GIA). "Colorless" or "rare white" diamonds are of color grades D, E and F. Diamonds of color grade D are very rare, and extremely valuable.





Diamond Carat Weight


The weight of a diamond is measured in carats (ct.). Each carat is divided into 100 points. For example: 
1ct.= 100 points, 1/2 ct.  = 50 points, etc. The carat weight alone is almost meaningless unless you also 
consider the cut, clarity and color of the diamond.  A large diamond is not very valuable if it lacks brilliance,
 purity and high-grade color. However, since larger stones are rarer than smaller ones, diamond value rises 
exponentially with carat weight. Therefore, a diamond weighing 3.0 carats, will always be worth more than
 three 1.0 carat stones of the same quality. No two diamonds are  exactly alike, and you must weigh all of 
the factors - color, cut, clarity and carat weight - when making your diamond jewelry buying decision.

The Value of a Diamond: The Four C's

Diamond Cut





A) When a ray of light touches the surface of a diamond, part of the light is   reflected back, this is external reflection.
B) The rest of the ray penetrates the stone and is then reflected toward the center of the diamond. This is known as refraction.
C) The ray of light is reflected to the surface, where it is seen as the colors of the spectrum. This is known as dispersion.
The Cut is the factor that determines the brilliance of a diamond. A classic round brilliant cut diamond has 58 facets : 33 on the top, 24 on the bottom, and the culet (1 point at the bottom). Each of the diamond's facets must be placed in exact geometric relation to one another when the stone is being cut. Quality diamonds must be properly cut and not "spread", which means that the proper proportions are compromised to make the diamond weigh more.


Diamond Clarity





FL-EF | Flawless or Internally Flawless. No internal inclusions.
VVS1-VVS2 | Very Very Small inclusions. Very difficult to see under 10x magnification.
VS1-VS2 | Very Small inclusions. Can bee seen under 10x magnification and in some cases to the naked eye.
SI1-SI2 | Small inclusions. Can bee seen under 10x magnification and may be visible to the naked eye.
I1-I2-I3 | Imperfect. Inclusions are visible under 10x magnification and in most cases to the naked eye.

The Clarity of a diamond is based on the number, location, size, and type of inclusions found in the 
An inclusion is an imperfection or trace mineral in the stone that is visible under the magnification of
a jeweler's loupe. The fewer inclusions the diamond has; the clearer, more brilliant and more
expensive the diamond will be. A "Flawless" diamond is one that has no
inclusions and is extremely rare and valuable.


The Structure of a Diamond



The Diamond is the birthstone of April and the anniversary gemstone for the 10th and 60th years of marriage. Since diamonds are composed of a single element, they are the purest of all gemstones. Diamonds were discovered in India in 500 B.C., and the name "diamond" comes from the Greek word "Adamas" which means unconquerable - suggesting the eternity of love. Since ancient Greece, diamonds and diamond jewelry have been the traditional symbol of love, and the ancients believed they were hardened dew drops, splinters from the stars or crystallized lightning. Today, the gem-grade diamonds are used to make fine jewelry and engagement rings. The industrial-grade diamonds are used mainly for cutting and polishing. A diamond is the hardest substance known to humankind, and is made of a crystallized carbon that has unique powers of light reflection.



The Structure of a Diamond

Proportion refers to the angles and relative measurements of a polished diamond. More than any other feature, roportions determine a diamond's optical properties. Studies have shown that table size, crown angle, and pavilion depth have a dramatic effect on a diamond's appearance. Symmetry is a grading term for the exactness of shape and  lacement of facets. Variations in symmetry include off-center culets and tables, poor facet alignment, misshapen facets, out-of-round girdles, and wavy girdles.




HOT TOPIC

Top Ten Tips
HOT TOPIC
Stephen Slade has
been in Jewellery
since his twenties
and has worked as a
Diamond Cutter &
Setter as well as
selling rings to the
jewellery trade.
He has over 30 years
experience in the
jewellery industry.
His Top Ten Tips will
help you choose the
best possible ring for
you!

Set your budget and stick to it. If you are looking for 9 carat gold rings you should
budget around £400 for both rings. For 18 carat you’ll need about £800 and for
Platinum about £1200 for a pair of rings. Palladium is a great alternative to Platinum
- its less than half the price but looks the same and never yellows.
Don’t be tempted to over-complicate the ring, especially if you have a beautiful
engagement ring.Your wedding band should complement rather than compete with
the engagement ring.
Make sure your ring fits perfectly - it should be loose enough to spin on your finger if
you move it but tight enough so that you need to give is a slight twist to take it off.
If you have a large cluster or unusually shaped engagement ring consider having a
wedding band that is shaped around it. That way they will sit together on your finger.
When selecting diamonds for your wedding band try to have an odd number - for
some reason it always looks better than an even number.
Make sure the guarantee you get covers you for resizing, re-polishing and
replacement of diamonds. This should be for at least 5 years. Smooch gives a
lifetime guarantee on all its rings.
Keep engraving messages simple - and don’t be tempted to be too jokey - it may not
be so funny in 20 years time.
Remember that all jewellery metals will scratch but over time the scratches will
blend together and become less noticeable. However if you buy from Smooch we’ll
re-polish your rings at any time Free of Charge.
Buy your rings as early as you can - precious metals tend to go up in price regularly -
you can save a lot of money by buying early
Don’t buy the first ring you see - take your time, it will be with you for decades so
making the right choice is essential.

Tip 1 -
Stephen
Slade
One of our Jewellery
Experts explains the
best way to select the
ideal combination of
precious metals and
diamonds to create
the perfect rings for
you and your partner.

CARING FOR YOUR RING


You finally have the perfect ring, which has been made especially for you by Smooch - the last thing you'd ever want to do is scratch it, chip it, or lose any diamonds from their setting. Taking a few precautions will ensure they retain their beautiful appearance for as long as possible.
TAKE IT OFF.

Caring for your ring occasionally means you would be well advised to take it off, especially during activities such as gardening, cooking or DIY. Sandy beaches can really damage your wedding ring too, as sand is very abrasive.

It’s also unsafe to climb ladders or scaffolding wearing a ring as you could be badly injured if you fell and caught the ring on something.

When coming into contact with harsh chemicals you should remove your ring to protect it. Some chemicals can damage the lustre and polish of your ring. Diamonds and other stones can be ruined by chemical based cleaning products.

SWIMMING POOLS & HOT TUBS
All gold, especially white gold, can be badly damaged by Chlorine. This is found in swimming pools and hot-tubs. Always avoid wearing a white gold ring in a pool or tub as the chlorine may attack the surface of your ring causing pitting and discolouration

KEEP IT CLEAN.
Smooch will clean and polish your ring free of charge, so please take advantage of this facility whenever you want. Just contact our Customer Service desk on 01895 825900
If you would rather clean your ring yourself just add a very small amount of washing up liquid to some warm water in a bowl and gently brush the ring using a soft brush.
NEVER use anything like abrasive cleaning products like Jif, Brillo pads or pan scrubbers!

INSURE YOUR RING.
We all know that sentimentally it's irreplaceable; however, it's important to have insurance just in case. Most insurance companies will include your ring under your homeowner's insurance, although you can always insure it separately if you wish.
We’ll give you an official Insurance Valuation free of charge, on request.
Take care of your ring, and it will always be as dazzling as it was on your wedding day.
HALLMARKS

Every ring we produce is hallmarked by one of the four UK Assay Offices. The hallmark guarantees the quality of the gold, palladium or platinum we’ve used to create your ring. This means you can have absolute confidence that your ring has been made from the metal you chose and is certified as genuine.
The Jewellery Collection LLP trading as Smooch PO Box 963, Uxbridge UB8 9JJ 01895 825900

Love your rings!
Congratulations!
You have just made one of the most enduring purchases of your lifetime – your wedding ring. The following notes explain how to take care of your ring and how Smooch will help to ensure that it will remain looking beautiful for life.

SCRATCHES Smooch will re-polish your ring for you throughout its lifetime
SIZING Smooch will adjust the size of your ring any time it’s needed
DIAMONDS Smooch will replace any diamonds that are lost due to faulty setting – free of charge
RHODIUM Smooch will restore the rhodium surface coating of your white gold ring if the ring starts to yellow or loses its beautiful white lustre.
CARING FOR YOUR RING.
There are some things you should know about all precious metals that will help you to care for your ring and keep it looking beautiful throughout your marriage.
When you take your ring out of the box it will be pristine and unblemished – however simple everyday actions like handling coins or keys, or cooking with metal utensils, will cause scratches.
Working with your hands will inevitably mean your ring comes into contact with other metals and therefore will scratch.

Things like sand, which contains very hard grains of quartz, will scratch any ring, DIY and building work, car maintenance and even cooking can damage a ring because jewellery metals are softer than steel, aluminium and other metals in the home and at work.
Wherever two metals come into contact scratching will occur because no metal is scratch proof. All metals scratch, from the toughest steel to the finest Platinum, no metal is immune to scratching.
There is a big difference between durability and scratch resistance. Platinum and titanium are very durable but they will still scratch.
HALLMARKING

Your guarantee of quality is the Hallmark that shows that your ring has been independently tested by the Government Assay Office.Read more about this over the page.

Crescent Gold & Diamonds – Customer Survey Rules & Regulations


1. Transaction ID and Crescent Gold & Diamonds receipt information is required for
the survey entry as the survey requests information and feedback regarding the
latest customer purchase and store visit. This survey draw offer is open to all
residents of Canada who have reached the age of majority in their respective
jurisdictions and who have existing internet access and a valid email
account/address. Official entry online form and survey draw offer rules are
available at www.crescentgold-diamonds.com/survey2010.cfm. Online survey
entries must be received via the Crescent website. LIMIT: One entry per person
or per Crescent purchase transaction. More than one entry from a single person
using the same transaction will void all entries from that person or email address.
Prize to be accepted as awarded. No substitutes, exchanges and/or returns.
2. There will be one (1) $500.00 CAD Crescent Gold & Diamonds Gift Card drawn
per 1000 entries received.

3. Draws will be made at random at the earliest opportunity by Crescent Gold &
Diamonds once the threshold number of entries for a given draw is received.
Duplicate entries will not be counted to reach threshold numbers.
4. The random draw from all entries received by the dates and times indicated
above will be conducted by Offer Judge, Crescent Gold & Diamonds at its offices
at 140 Portland Street, Dartmouth, Nova Scotia to determine the potential winner.
All eligible entries received are subject to a computerized, random draw to select
the potential winner. Immediately after the draw, Crescent Gold & Diamonds
will contact the potential winner by return email at the account/address used to
enter the contest which must still be valid. The potential winner will have up to 7
days after being contacted by email to contact Crescent Gold & Diamonds by
email using the email address provided. If the potential winner, who otherwise
complies with all the requirements of the rules, is to be declared winner, he or she
will be required to correctly answer a mathematical skill-testing question without
the aid of any mechanical electronic or similar device. Upon answering the
question correctly, Crescent Gold & Diamonds will make arrangements for
awarding the contest prize. Should the potential winner not reply to Crescent
Gold & Diamonds by email (or telephone) by the end of the Contact Deadline, or
potential winner does not otherwise comply with the contest requirements, that
potential winner will be deemed to have forfeited any rights to his or her prize and
Crescent Gold & Diamonds will have the right to select an alternate potential
winner from among the remaining eligible entries and contact such persons in the
manner provided above except that the alternate potential winner will be given a
new Contact Deadline which will expire 7 days after the contact is made. Before
being declared a winner, a selected entry must be verified by the Offer Judge,
Crescent Gold & Diamonds. Winner agrees to accept his or her prize as awarded,
and the prize is not transferable or convertible to cash or credit. The winner will
be given a timeline to claim their prize via email correspondence.

5. Chances of winning are approximately 1 in 1000. Crescent Gold & Diamonds
assume no responsibility for late, illegible, delayed, incomplete, or misdirected
entry forms, or human error, or technical malfunctions, including and not limited
to inability to access the website, lost, delayed or incorrect data transmission,
interruption or failure, or other electronic malfunctions, computer or telephone
hardware or software failures, malfunctions or garbled transmissions. Crescent
Gold & Diamonds and its affiliates are not responsible for any problems or
technical malfunction or any telephone lines, computer online systems, servers, or
providers, computer equipment, software, or injury or damage to entrant’s or any
other person’s computer related to or resulting from participation in the contest or
downloading of any materials in relation to the contest. Any attempt by the
entrant to deliberately damage any website or undermine the legitimate operation
of the contest will result in disqualification. Any such action may be in violation
of civil and criminal laws and Crescent Gold & Diamonds reserves the right to
seek damages from any such person to the fullest extent permitted by law. None
of Crescent Gold & Diamonds nor their affiliates, or advertising or promotional
agencies or agents, officers, directors, managers, employees and representatives
shall be responsible in any way for the use of or bear any liability whatsoever in
any way attributable to an entrant’s participation in this contest or the prizes
awarded in this contest, including the liability for any injury, loss or damages of
any kind to persons, including death, and property. Prior to delivery of his or her
prize, and in any event not later than 7 days after the draw date, the potential
winner will be required to sign and return a form satisfactory to Crescent Gold &
Diamonds confirming compliance with the contest rules and acceptance of the
prize; permitting Crescent Gold & Diamonds to announce a winner. In the event
that the potential winner fails to sign such form, he or she will be deemed to have
forfeited the prize, and an alternative potential winner will be selected.
6. Employees, officers, managers, directors, representatives, and agents of Crescent
Gold & Diamonds and affiliated companies and their respective promotional
agents and contest judges as well as those with whom such persons are domiciled,
are not eligible. By entering, each entrant agrees to abide by the contest rules and
to the decision of Crescent Gold & Diamonds which are final and binding in all
respects. All entries become the property of Crescent Gold & Diamonds

7. Crescent Gold & Diamonds reserves the right in its absolute discretion to modify
or withdraw this contest at any time, in whole or in part, without prior
notification, for any reason.
8. For information on prize winners, send a self-addressed, stamped envelope to
Crescent Gold & Diamonds, 140 Portland Street, Dartmouth, Nova Scotia, B2Y
1J1. All requests must be received within 1 month of the latest winner drawn.
The information given will be for the latest winner only.