De Beers’ CSR footprint, conflict trail demystified!

Gem & Jewellery Export Promotion Council (GJEPC), in association with De Beers, presented the third edition of the ‘Jewellers for Hope’ gala charity dinner last month (July 2017) with an aim to collaboratively contribute to the upliftment, education & empowering girl child in India. This year the proceeds shall go to Girl Rising, Nanhi Kali NGOs working for the empowerment of Girl Child and Make a Wish Foundation, an NGO playing an integral role by granting the most cherished wish of Children living with life threatening illnesses hailing from socio economically backward society. Cheques amounting to Rs. 1 crore were presented to three NGOs – with Rs. 33 lakhs each to Girl Rising and Make a Wish and Rs. 35 lakhs to Nanhi Kali Foundation. Mr. Paul Rowley, Executive Vice President, Global Sightholder Sales, De Beers Group, said at the event, “At De Beers and Forevermark, we have a strong focus on the upliftment of women as we know how important they are to all aspects of our business – as employees, as government partners, as consumers, as community stakeholders, as ambassadors, and as inspirations. They are a huge part – in fact by far the largest part – of our future success and we see it as a clear priority to improve the prospects of women and girls around the world.”


The De Beers Group, together with its subsidiaries, is perhaps one of the few organizations in the diamond trade ecosystem with a continuous and publicly documented CSR track record and hence have a greater brand presence, an upbeat customer sentiment and approval of the brand overall as is evident by higher revenues posted in the recent past. The diamond trade that includes exploration and mining diamonds have been marred by conflict coming largely from rebel armies in Africa that have been in news for constant human rights abuse (hence the term, blood diamond) as historically the mines were not owned by a legitimate government or company and are largely categorized as outside dealers.

De Beers stopped buying from outside dealers, notwithstanding this change only happened in the year 2000. De Beers have their own mines and the company can guarantee that its diamonds are 100% conflict free and hold an almost majority share in the world’s (rough) diamond market supply.

However, De Beers’ domination and influence in the diamond trade business has had several high-profile supposedly termed as “scandalous” liaisons and activities reportedly undermine the company’s value proposition. Source: Better Diamond Initiative 

De Beers has ushered in transformational programs ranging from health care, prevention of life-threatening diseases, building – roads, hospitals, schools and economic infrastructure everywhere they own a mine and have had consistent positive ratings from international NGO’s like Global Witness and Digital forums like Diamondfacts and past decade or so.  To know more about De Beers’ REPORT TO SOCIETY initiatives, their massive CSR footprint and their commitment to doing the right thing has long been a business imperative. Their latest Report to Society shines a spotlight on their performance, centred on four areas – Society, Confidence, People and Environment – and provides an update on our ambition to leave a lasting, positive legacy across everything they do.

Featured Image Credit: Paul Barry Design + Art Direction 

Amit Anand

With over 20,000 followers across our social media network, Vogueistic aims to bridge the gap between The Brand and the Consumer, celebrating individuality, uniqueness and the spirit of #ThisIsMe as opposed to #ThisIsThemAndWeNeedToBeLikeThem! Vogueistic focuses on value perception in an increasingly value-driven marketplace of today.

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