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The De Beers Group: Launching GemFair for Artisanal Diamonds

Reference: HBS-719437-E
Year: 2018
Number of pages: 2
Geographic Setting: Sierra Leone;United Kingdom
Publication Date: Jan 7, 2019
Source: HBSP (USA)
Type of Document: Case
Industry Setting: Industrial diamonds;Mining;Retail trade

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Description

In April 2018, the De Beers Group launched a pilot project called GemFair to create a new supply of ethically and environmentally sourced diamonds from artisanal and small-scale mines (ASM) in Sierra Leone. Whether this project would yield a meaningful supply of rough diamonds for De Beers, improve its ability to track diamonds accurately from African mines to consumers around the world, and simultaneously improve both the working conditions in mines and the prices received by local miners remained to be seen. This case is intended to be used in conjunction with and to follow another HBS case: The De Beers Group: Exploring the Diamond Reselling Opportunity (HBS #717-430).

Keywords

Corporate strategy Project scope Retail Strategy Value creation