In 2017, Swarovski officially launched its lab-created diamond brand Diama within the US. The ratchet effect of each successive contract negotiation means that Botswanan governments will now have even larger control of the diamonds discovered within the country. De Beers consequently has fewer diamonds for its shopper base, each internationally and locally in Botswana. In addition to the gross sales and advertising agreement, which offers with the post-mining distribution of the rough production for the next 10 years, there could be the crucial mining licence. This allows Debswana to proceed mining its Botswana assets for the subsequent 25 years and requires De Beers to take a position billions in underground growth. From an outsider’s perspective, the partnership between De Beers and Botswana appeared to be crumbling after greater than 50 years of collaboration.
“It’s irreverent, unfussy and unserious,” she says – a welcome contrast to the generally po-faced conventional jewellery …