De Beers’ new rules call for all its sightholders (or, as they have been ordered to call themselves, DTC sightholders), along with anyone else who buys from De Beers, to agree to principles that govern their actions with respect to De Beers as well as non-De Beers diamonds. The principles prohibit:

• Non-disclosure of treatments.

• “The passing off of partly or wholly synthetic diamonds and simulants as natural diamonds.”

• “Buying and trading rough diamonds from areas where this would encourage or support conflict and human suffering.”

• “The use of child labor.”

• “Practices which intentionally or recklessly endanger or harm the health or welfare of individuals.”

Shorthand Guide to the New De Beers

Out	IN
Market managing	Marketing
CSO	DTC
Supply	Demand
“Custodianship”	“Leadership”
Price increases	Price adjustments
“Traditional role”	“Partnership for the 21st Century”
Increasing the stockpile	Increasing the stock price