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WITH 2020 WELL BEHIND IT, LVMH LOOKS TO RECOVER FULLY IN 2021

If there is one luxury product group that the diamond and jewelry industries should be keeping close tabs on as a market bellwether it is the Paris-headquartered LVMH. Comprising 75 fashion brands that collectively are involved in all five major sectors of the luxury market – wines and spirits, fashion and leather goods, perfumes and cosmetics, watches and jewelry and selective retailing, the group currently employs 150,000 people across the world and had reported sales worth 44.7 billion euro in 2020.

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INVESTMENT VALUE OF DIAMOND JEWELRY HELD THE UPPER END OF THE MARKET STEADY DURING 2020

One of the more noticeable trends in the diamond market during the second half of 2020 was the strong performance of higher value goods. For some, the very fact that consumers were looking for expensively priced items in a pandemic with substantial economic consequences was counterintuitive, but it now appears that some consumers in the upper-earning percentiles may have been looking to jewelry as a hedge against financial catastrophe.

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SURVEY REVEALS MORE CONSUMERS ARE AWARE OF LAB-GROWN, BUT CONSIDER THEM DIFFERENT TO NATURAL DIAMONDS

A survey of 5,000 American jewelry consumers conducted by 360 Market Reach on behalf of the De Beers Group has revealed that even as affluent consumers were purchasing more high-value natural diamond jewelry, they also were becoming increasingly aware jewelry set with laboratory-grown diamonds, and also were open to buying them. But they do not place the two products in the same category.

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NOT NECESSARILY A SIMPLE QUESTION: WHAT IS A DIAMOND?

What is a diamond? There was a time when such a question would have been straight forward, but no longer. The wide-spread availability of laboratory-grown stones means that consumers today cannot automatically assume that the gem being offered to them, which is referred to a diamond, was mined from the earth or created in a factory.

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VOLUME OF DIAMOND SALES ON THE RISE IN BOTH THE ROUGH AND POLISHED MARKETS

The generally optimistic note on which the world diamond industry has kicked off 2021 continues, both in the rough and polished markets. This is occurring during a period in which most of the world still remains heavily restricted by the COVID crisis. But infection rates are falling in most countries, and the increasing number of vaccinations being administered has provided many with a sense of confidence that the worse is behind them and a return to normality draws near.

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DIAMOND MINING COMPANIES STEP UP TO BLUNT THE COMMUNITY IMPACT OF COVID-19

With a major portion of their resources being located in remote parts of the world, where infrastructure and services are often severely lacking, the onset of the COVID-19 pandemic provided a special challenge for mining companies. Many focused their attention on strengthening and supporting community healthcare and social projects in the regions in which they operate.

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LESOTHO’S MOUNTAINS CONTINUE TO YIELD MASSIVE DIAMONDS, MINES PROVE THEIR WORTH IN QUALITY IF NOT QUANTITY

Lesotho is a small landlocked country, encompassed within the border of South Africa with the unusual distinction of being the largest of the world’s three independent states completely surrounded by the territory of another country. The other two, incidentally, are Vatican City and San Marino. With a population of about 2 million, the mountainous kingdom covers an area of a little more than 30,000 square kilometers.

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THE QUEST FOR β€˜SUSTAINABILITY’ DRAWS A LINE BETWEEN THE NATURAL AND LAB-GROWN SECTORS

Sustainability is possibly one of the most essential, although intangible qualities that any luxury product must possess today to attract the attention of the contemporary consumer, particularly if he or she is a Millennial of a member of Generation Z. Indeed, in the diamond trade, the right to claim a product as being sustainable often marks the battle lines between the natural and laboratory-grown diamond sectors.

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