Business ModelOur goal is to manufacture and market high quality diamond products that excite and attract consumers. We believe the best way of creating value is through a fully integrated business model, benefiting from efficiency gains and better product control.
Diamond and jewellery manufacturingWe create products that consumers value for their inspirational design and uncompromising quality. We are committed to improving processes, continuously investing in the best technology and developing an expert workforce. This means we can manufacture the highest quality polished diamond and jewellery products whilst creating costs advantages.
We employ talented and seasoned product design teams in each of our main consumer markets. These teams use their deep understanding of local consumer needs and analysis developing trends to create fresh, creative designs.
DistributionWe distribute our loose polished diamonds and diamond jewellery products to all the major global consumer markets. Having a global balance of sales reduces our exposure to any one market, and gives us flexibility to capture opportunities as demand changes.
We have a network of sales offices around the world. Each local office has an intimate knowledge of its market needs, and strives to offer the best possible service to its customers
MarketingDiamond jewellery holds a special place in the hearts and minds of consumers. It is often purchased to celebrate a precious relationship, or mark an important occasion. We recognise that connecting with these emotional needs and motivations through effective marketing is just as important as creating great products.
We run high‐impact branding programmes to support a large and growing proportion of our products. We have 14 distinct brands, each focused on meeting the needs of a target consumer segment.
RetailingIn 2003, we added retailing operations to the Group. This completed our pipeline integration, giving us a direct route to take diamonds right through to the consumer.
We have concentrated our retail operations on the emerging markets of India and China where there is substantial growth opportunity. We use our experience and understanding of these markets to create the most sparkling purchasing experience possible to excite local consumers.