The business started when De Beers Group decided it was important they made more effort to support the detection
of synthetics in the industry. The company had used a
third party to distribute the DiamondSure™ and
DiamondView™ machines, but were becoming increasingly
frustrated by customer complaints with regards to servicing and
support, so the company decided to take back control and sell the
equipment themselves. This was in 2012 and since then De Beers
Group Idustry services has grown the business to become a fullservice
business to the industry. The vision of the company is to
achieve a reputation as the premier service provider in the
industry focused on maintaining both trade and consumer
confidence in real natural diamonds. The greatest challenge is to
support the global business. De Beers Group Industry services
has facilities in India, Antwerp, and near London and have
potential clients across the globe. Therefore, the company acts as
consultants in providing solutions. They suggest equipment is
purchased at various stages of the pipeline, and provide bespoke
testing programs that meet the clients' needs, or the company
may provide help with importing and exporting shipments for
testing.
De Beers Group Industry services looks for bespoke solutions to
help clients. At the moment they have laboratories in Antwerp,
Surat and near LondonThere is no doubt the company will
continue to grow significantly over the coming decade and
supporting the industry across the globe is of paramount
importance. De Beers Group Industry services has more
strategic partnerships. In the Middle-East for example, the
company has signed a collaboration agreement with Danat for
Grading and Education. 'De Beers Group will be present at the
Dubai Diamond Conference with the DPA as part of the Assure
project where the award-winning equipments will be available
for demonstration of Synthdetect (winner of JNA Awards) and Diamond View.
De Beers Group Technology was recently recognized for
'Best Use of Technology' winning the Leading Lights award
at the International Jewellery London show. De Beers Group
Industry Services has won the award for Best Use of
Technology with the judges admiring the group's
"outstanding commercial relevance and accurate solutions to
tackle challenges in the industry for the ultimate benefit of the
end consumer." Jonathan Kendall, President of De Beers
Group Industry Services, said: "We are very proud that our
proprietary technology has been recognised one more time to
help strengthen confidence in the industry."
The importance of education can never be under stated. Iff
you want to be successful in life, educate yourself more and
more
• The current Market scenario on Diamond testing
Instruments:
In the current market scenario owning and correctly using
testing instruments is an essential part of doing business.
Determination of Diamonds ie: Natural vis-a-vis synthetic is
critical at every touch point in the diamond and diamond
jewellery supply chain. As more synthetic diamonds are
produced globally the potential of undisclosed synthetic
diamonds entering the supply chain increases, so instruments
offered by De Beers Group Industry Services gives complete
confidence to the diamond sector. SYNTHdetect, an
instrument primarily used for set jewellery pieces, and the
AMS2, primarily used for loose melee screening, are the
leading instruments that are state of the art technology, and a
result of decades of research from the De Beers Group, the
world's leading diamond company.
• Unique features of SYNTHdetect, AMS2 and
DiamondView:
De Beers Group Industry services has worked with the
leading scientists in the world to develop the very best and
most efficient technologically advanced instruments in the
market today. SYNTHdetect and AMS2 offer the lowest
referral rates, and DiamondView continues to be very popular
and was the only instrument to score 100% detection in the
recent independent DPA Assure testing. De Beers Group
Industry Services' instruments price range from US$18,500
to US$45,000, but this is reflected in the premium and highly
advanced technology housed within the instruments which
cannot be matched.
• De Beers Industry Services on building Consumer
Confidence:
Consumer confidence is everything in today's diamond
market, and this is fundamental to everything that De Beers
Group Industry Services does. From detection instruments,
parallel Testing Services, to Diamond Grading and Education
courses, consumer confidence underpins every single of the
activities.
• Awards and Accolades:
Since the launch, AMS2 and SYNTHdetect instruments,
have proved incredibly popular across the diamond supply
chain. The technologically advanced products have regularly
won many an award and accolade, the most recent being for
Best use of Technology in the UK - (Leading Light Awards.
De Beers Group Industry services sell all their instruments to
the trade and also use them within their internal testing
services, offered at all three global locations (Surat, Antwerp
and the UK). De Beers Industry services' instruments are the best in the industry and has been verified by the recent DPA
Assure results.
For more information, visit: Debeersgroupservices.com
Some interesting insights into Generation Z (15-25-year-olds)
from a new CIBJO report titled Deconstructing the Next Great
Jewellery-Consuming Generation by Jonathan Kendall,
President of De Beers Group Industry Services.
• Members of Generation Z are forecast to spend US$143
billion in 2019 alone
• Gen-Z are the most well-travelled group in history, with a
passion for seeing the world that should be considered by
brands and businesses.
• Gen-Z has a desire for spontaneity that needs to be
considered by jewellery marketing specialists
• Around 40% would like to become entrepreneurs. An
opportunity exists to target budding young entrepreneurs
• One in three members of Gen Z expect to buy second-hand
clothes, shoes or accessories, 46% up from the amount
reported in 2017
• Demand for second-hand, driven by Gen Z is expected to
push the resale sector to US$51 billion by 2023. Jewellery
businesses need to find new ways to market the upcycling
and re-using aspects of their trade
• 70% consider sustainability to be an important factor in
making a purchase
• Jewellers and brands should consider collaborating with
vintage brands to create retro products with a
contemporary spin
• Gender neutral collections and diverse marketing
collateral will become even more relevant for Generation Z
consumers
• Brands should aim to sound like 'friends' to appeal to
Generation Z, including but not limited to the brand names
themselves e.g. Florence by Mills (the skincare brand
created by 15-year-old Stranger Things actress, Millie
Bobby Brown
• More than 80% of Gen Z customers read reviews before
they buy products
• 82% are more likely to buy a product with good
environmental credentials
Jonathan wrote this report in his capacity as President of
the CIBJO Marketing & Education Commission.