The De Beers, the world’s leading diamond company, specializes in diamond exploration, mining, grading, marketing and retail. Operating globally, it controls nearly 80% of the rough diamond distribution. As a leader in the diamond industry, De Beers places an emphasis on upholding high standards throughout the value chain, from mining to retail. This emphasis is demonstrated through De Beer’s unique framework, “Building Forever”, which highlights four pillars of sustainability: leading ethical practices across industry, partnering for thriving communities, protecting the natural world, and accelerating equal opportunity.

In this case study, students are required to take on the perspective of the senior management team of the De Beers Group. Students will examine how De Beers can improve sustainability practices across its value chain and throughout the diamond industry. They will also consider how to provide more information about a diamond’s origin and history to the end consumer, and how to communicate ongoing sustainability initiatives to its stakeholders.