De Beers bullish about synthetic diamonds

(thepatriot.co.bw) - Months before the first batch of their synthetic diamonds jewellery hits the US markets in September 2018, De Beers has launched a massive public relations campaign to dispel misconceptions and fears about the decision, which caught many by surprise. The historic launch will happen in exactly three months, breaking the 130-year mining tradition at De Beers. "We have the technology and the skills. If we can produce critical medical equipment used for conducting surgical operations on patients' eyes what more with jewellery?" the bold assertion flows effortlessly from David Prager, De Beers Executive vice president, on Tuesday at the high security state-of-the-art headquarters in Gaborone, Block 8 Industrial. Across the glass-topped oval table in the middle of the room sits De Beers Executive Vice President, Commercial and Partnerships, Alessandra Berridge. Samples of glittering Lightbox jewellery are on display as the duo wax lyrical about how De Beers is bullish about the synthetics market and is confident that they have made the right decision to deliver value for shareholders.