Al Cook, CEO of De Beers Group, has announced a robust marketing initiative aimed at reviving the demand for natural diamonds.
This campaign will be launched in collaboration with Botswana, De Beers’ long-standing partner.
Following his inaugural meeting with Botswana’s President Duma Gideon Boko in Gaborone, Cook expressed optimism about the renewed energy in their partnership and a shared commitment to bolstering the diamond industry.
“With the diamond market facing challenges, it’s essential for us as partners to work together to stimulate demand for natural diamonds,” Cook stated.
He added, “We agreed that the world’s leading diamond country—Botswana—and the world’s leading diamond company—De Beers—will stand shoulder-to-shoulder in marketing and creating desire for natural diamonds. This renewed spirit of collaboration is very positive.”
The diamond market has been under pressure since April, with Debswana sales plummeting by over 50%. Cook noted that ongoing negotiations between Botswana and De Beers are nearing completion, as both parties finalize long-term agreements to strengthen their partnership.
This united effort underscores the importance of collaboration in overcoming market challenges and securing a sustainable future for the diamond industry.
