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THE GLOBAL DIAMOND INDUSTRY Lifting the Veil of Mystery

In all likelihood two developments drove the change. First, category marketing made sense for De Beers when the company was able to channel the vast majority of rough-diamond sales to the market. But when the company relinquished that role, generic marketing that benefited the entire industry became harder to justify to shareholders. Second, the returns on category marketing became harder to quantify. While diamond sales were exploding in the mid-twentieth century, far outpacing GDP growth, the “A Diamond is Forever” campaign was considered a huge success. But from 1979 to 2000, even as industry marketing spend significantly increased, overall. | THE GLOBAL DIAMOND INDUSTRY Lifting the Veil of Mystery BAIN COMPANY AWDC AN1 wt KF WURLli This work was commissioned by AWDC and prepared by Bain. This work is based on secondary market research analysis of financial information available or provided to Bain Company and AWDC and a range of interviews with customers competitors and industry experts. Bain Company and AWDC have not independently verified this information and make no representation or warranty express or implied that such information is accurate or complete. Projected market and financial information analyses and conclusions contained herein are based unless sourced otherwise on the information described above and on Bain Company s and AWDC s judgment and should not be construed as definitive forecasts or guarantees of future performance or results. Neither Bain Company nor AWDC nor any of their subsidiaries or their respective officers directors shareholders employees or agents accept any responsibility or liability with respect to this document. This document is copyright Bain Company Inc. and AWDC and may not be published copied or duplicated in whole or in part without the written permission of Bain and AWDC. Copyright 2011 Bain Company Inc. and Antwerp World Diamond Centre private foundation AWDC All rights reserved Diamond Industry Report 2011 I Bain Company Inc. Contents Note to readers.1 1. Introduction to diamonds.3 What is a diamond Super hard and luminescent.3 Origins deep within the earth.3 Uses of diamonds jewels and industrial tools.5 Key takeaways.6 2. Historical transformation of the diamond industry.7 Early history how it all started.7 Creation of demand through marketing A diamond is forever .8 Diversification of diamond supply expansion across four continents.8 Expansion of rough-diamond sales channels.11 Impact of the De Beers transformation on the industry.12 Kimberley Process a solution for conflict diamonds.15 Key takeaways.17 3. The diamond industry value chain.19 A diamond .