Real is rare: investing in the Premium brand of diamonds

Diamonds represent more than simply a financial investment; they are gifts, tokens and heirlooms exchanged and purchased because of the special place they hold in people’s hearts and minds. Guarding this intangible value is essential to the long-term financial viability of our business.

To support the diamond industry and enhance the premium brand of diamonds, Gem Diamonds was one of the founding members of the Diamond Producers Association (DPA), established during 2015. The objective of the DPA is to promote the interests of diamond producers and support the development of the sector. This includes maintaining and enhancing consumer demand for and confidence in diamonds, as well as sharing best practices in health and safety and environmental management with our diamond peers.

During 2016, from market research conducted, the DPA realised that younger consumers are looking for a deeper connection – something real and rare in an increasingly disconnected and digitised world. The research further highlighted how these consumers had shown less interest than previous generations due to the negative publicity diamonds have received over the years.

In response, the DPA launched the ‘real is rare’ campaign. (For more information, or to view the campaign online, go to As part of the campaign, the association called on diamond producers to display how they are upholding the rare beauty of diamonds in their value chain.

This is a matter that sits close to our hearts at Gem Diamonds as we believe that it is our duty to respect human rights, directly and indirectly, throughout our supply chain. Our consumers can be assured that our diamonds are not associated with any human rights abuses, and the greatest care has been taken in mining in a way that is environmentally responsible.

We believe that this report showcases the value we create, not only for those within our organisation, or the consumers who purchase our diamonds, but for the societies, communities and individuals who reside in the areas in which we operate.