De Beers Company

The majority of diamonds of De Beers Company are reached from Africa’s land, southern portion of continent such as Sierra Leone, Angola, Botswana, the Democratic Republic of Congo and Liberia. Not all diamond nations are diamond producers; most of them serve as transit countries, especially for the black market.

The diamond industry is not beautiful and clear as a stone for purchasing to consumer. The company has relationship with several African countries that were selling the stones legally to De Beers. However, the United Nations placed sanction on relationships with army UNITA that has served for De Beers Company and consequently the relationship with the nation’s diamonds. The conflict and events that have risen in African countries are cruel. Rebel movement and thousands of diamond stones killed thousands and thousands people in Sierra Leone. By some counts from killing fields in Sierra Leone, the Democratic Republic of Congo or Angola every blood diamond has caused 3.7 million deaths and displaced 6 million Africans. According to the case De Beers Company claims that the conflicts and deaths of African people are their problems and they recognize it. Of course, since these events the Company had crisis because of the blood diamonds and market that have brought deaths and blood of workers and citizens. Because of the political instability De Beers Company tried to stay in the market still as a clear, beautiful and strong luxury diamond industry. The De Beers has boycotted the diamonds from African countries and all relationships with them but the understood their failure with consumers of diamonds. Finally, the company made decision to re- brand the industry for entry to U.S retail market. De Beers has tried to eliminate the blood diamonds from their stock and take the position as crusader of elimination of the blood diamonds in market.

De Bees Company has successful reputation in diamond industry selling the luxury goods and services.