A surge in rough diamond consumption by the growing middle classes in
China and India will push global consumption to $26.1 billion in value,
from its 2011 level of $15.6 billion, marking a rise of more than 67 per
cent, a report said.
The increase reflects an annual compound growth rate of approximately
six per cent per year, added the 2012 Global Diamond Industry Report,
released by Bain & Company, a global business consulting firm.
The annual bellwether diamond industry report, conducted in
collaboration with the Antwerp World Diamond Centre (AWDC) finds that
global demand will outpace supply, signaling solid pricing prospects and
a strong positive outlook for the industry overall.
“The fundamental forces point to a bright outlook for the diamond
market,” said Yury Spektorov, Bain & Company partner and co-author
of the report. “However the global market is becoming increasingly
diverse, so successful players will need to understand the changing
forces in global wealth distribution, customs and consumer tastes.”
Some of the findings:
The US
• The US is far and away the world’s largest diamond market. Its $27
billion in revenues are more than three times the revenues of No. 2
market China or No. 3 market India—and twice those of the US mobile
phone market
• Women continue to crave diamonds, but popularity of diamond
engagement rings among younger consumers is marginally slowing down. It
is unclear whether this is a temporary phenomenon or a long-term trend,
but younger women show a growing preference for other luxury goods,
especially consumer electronics
• The 2008–2009 financial crisis hit the U.S. market hard, as
diamond jewelry sales fell 18 per cent from 2008 to 2009. The market has
rebounded somewhat, but 2012 revenues are only slightly above those of
2000
China
• China has grown rapidly into the world’s second-largest market for diamonds, with annual sales approaching $9 billion
• Rising wealth, popular fascination with Western culture and the
fast-expanding middle class have powered the market’s growth, with a
boost from lower taxes and tariffs
• Approximately 90 per cent of affluent households (those with
annual incomes of $15,000 or more) own at least one piece of diamond
jewelry, and most own multiple diamonds
• Market penetration among lower-income Chinese, who make up half
the country’s 1.34 billion population, is much lower, representing a
large growth opportunity for diamond retailers. Some 20 per cent of
households making less than $15,000 per year own at least one diamond
• Diamonds have strong emotional and spiritual resonance for Chinese
women, who associate them with eternity and high status. The custom of
giving diamond engagement rings is catching on quickly in China
• Chinese women like highly visible diamond jewelry, preferring
rings, necklaces and pendants to earrings. Stones of one carat or more
are popular, and even mass- and premium mass-market stores in large
cities often have several large stones on display
• Retail expansion plays a key role in promoting diamond availability in all regions, established and emerging, in China
• The retail scene is highly fragmented, with independent and local
chain stores dominating the mass- and premium-mass segments, which
account for 95 per cent of annual sales
India
• Home to the world’s first diamond mines and the center of the
cutting and polishing industry, India is the third-largest global
diamond market, with annual revenues approaching $ 8.5 billion, and
growing rapidly
• Diamonds are the country’s second fastest-growing discretionary purchase, trailing only mobile phones
• Many Indians have adopted Western holidays such as Christmas and
Valentine’s Day, and diamonds are the most desired gift on such
occasions. Diamond engagement rings are also a well-established custom
• About 90 per cent of India’s affluent women own diamonds, with
most receiving their first diamond to celebrate a wedding, engagement,
birthday or anniversary
In addition to providing deep dives of the markets in the U.S., China
and India, the report also includes a contrast in behaviors and
attitudes between the more than 5,000 consumers surveyed by Bain across
eight countries:
• In both emerging and developed markets, diamond jewelry is at or
near the top of most women’s lists of preferred presents. In China,
India and Russia, diamonds are far and away women’s favourite gift
• The popularity and penetration of diamond jewelry is high in the
U.S., U.K. and Italy, where diamonds make up about half the jewelry
market. Penetration and popularity are moderate in most of continental
Europe
• And in China, India and Russia, diamonds have been embraced by the
affluent but have scarcely penetrated lower economic groups
• Chinese women, unlike Indian women, associate diamonds with
eternity. For American and Indian women, diamonds carry a strong
monetary association as well as a positive emotional charge. Across all
markets, diamond rings symbolize engagement, marriage and love
• Nonetheless, adoption of the diamond engagement ring tradition is
uneven. In the U.S. and U.K. about 80 to 85 per cent of engagements are
formalized with a diamond, but in Germany the percentage is only 40 per
cent
“Many elements of the global diamond consumer experience remain
universal,” said Ari Epstein, chief executive officer of the AWDC.
“But the rise of the middle class consumer in the developing markets is
having profound impacts on supply and distribution models in the
diamond industry.”
Zimbabwe Diamond Education College has urged
organisations dealing with the precious stones to add value to their
products before exportation to increase revenue.Speaking at the
college's stand at the Harare Agricultural Show yesterday ZDEC's
administrative executive Mr Steven Muchenje said diamonds fetch more
when they are fully processed. "It is our vision as the first diamond
cutting college to impart skills and knowledge to Zimbabweans so that
the local diamond industry can rely on local personnel and not foreign
assistance.
"The dream to indigenise and create employment cannot be realised
unless value-addition knowledge about our natural resources and minerals
is imparted to indigenous people," he said. Mr Muchenje reiterated that
most Western countries were reluctant to export their expertise to
Zimbabwe because their industries and economy were dependent on the
supply of raw materials and not processed or finished goods.
ZDEC lecturer Mr Joseph Mutingwendi said the college caters for nine
students per class with close supervision from an experienced trainer.
"It is our obligation to provide competitive and entrepreneurship
skills to our students in an environment where the lecturer is
accessible and flexible to address their challenges.
"We only enrol students that have at least five Ordinary Level
passes, but I think in the future we should also adopt an open door
policy to enrol students interested in mineral value addition because
everyone should benefit from our God-given resources," he said.
ZDEC is at present the only college offering value adding expertise
and knowledge for both precious and semi-precious minerals in Zimbabwe.
The college offers various training courses such as polishing and
cutting (six months), value and grading (3 weeks) and a six-month
jewellery course.
ZDEC has state-of-the-art equipment such as lee lapidary, diamond and
jewellery machinery used for processing and cutting diamonds and other
precious stones.
The Ministry of Education, Arts, Sport and Culture has accredited
ZDEC to impart knowledge and know how about value addition of local
minerals.
ZDEC's head of cutting and polishing department Mr Nicholas Choto
said they entered into an agreement with Lori diamond cutting plant in
Armenia to acquire latest technology and expertise about diamond cutting
and polishing.