Month: August 2015

De Beers Introduces New Marketing Campaign to Spur Consumer Demand for Diamond Jewelry

yellow_groupDe Beers has announced a holiday marketing campaign to increase consumer demand for diamond jewelry. 

The campaign, which is described in a release as a “call to action” advertising campaign, will target men purchasing diamond jewelry for their partners. It will feature “classic diamond products”—including diamond solitaire rings and necklaces, three-stone rings, stud earrings, and diamond bands—alongside attention-grabbing text to intended to “create a sense of urgency.”

A mock-up provided to JCK, with the caveat that it is not final, features the tagline It wouldn’t be Christmas without the ornaments, accompanied by an image of diamond studs.

The ads will run in the United States and China and “will employ a combination of marketing approaches, including a new focus on digital channels.” The campaign will debut in late November, around Thanksgiving, and run through Christmas.

“We are delighted to add these new initiatives to our existing Forevermark activities over the holiday season,” said Philippe Mellier, De Beers Group CEO. “This will help to stimulate downstream demand for polished diamonds and create renewed momentum in the diamond sector at a crucial point in the year.”

This is the second major campaign that De Beers has introduced this year. The company 
announced in May that it was bringing back the popular “A Diamond Is Forever” slogan in its Forevermark advertising.

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This rough diamond hints at oceans’ worth of water inside Earth

Photo credit: University of Alberta

A $20 diamond provides evidence of a ‘wet zone’ deep below Earth’s surface where vast volumes of water are locked up inside minerals.

It might be the ugliest diamond you’ll ever see, but within this brown sliver of carbon is a gem of a find for a University of Alberta scientist working to unravel an ocean-sized mystery deep beneath the Earth.

An international team of scientists led by Graham Pearson, Canada Excellence Research Chair in Arctic Resources at the U of A, has discovered the first-ever sample of a mineral called ringwoodite. Analysis of the mineral shows it contains a significant amount of water—1.5 per cent of its weight—a finding that confirms scientific theories about vast volumes of water trapped 410 to 660 kilometers beneath the Earth, between the upper and lower mantle.

“This sample really provides extremely strong confirmation that there are local wet spots deep in the Earth in this area,” said Pearson, a professor in the Faculty of Science, whose findings were published March 13 in Nature. “That particular zone in the Earth, the transition zone, might have as much water as all the world’s oceans put together.”

Image credit: University of Alberta

Ringwoodite is a form of the mineral peridot, believed to exist in large quantities under high pressures in the transition zone. Ringwoodite has been found in meteorites but, until now, no terrestrial sample has ever been unearthed because scientists haven’t been able to conduct fieldwork at extreme depths.

Pearson’s sample was found in 2008 in the Juina area of Mato Grosso, Brazil, where artisan miners unearthed the host diamond from shallow river gravels. The diamond had been brought to the Earth’s surface by a volcanic rock known as kimberlite—the most deeply derived of all volcanic rocks.

“One of the reasons the Earth is such a dynamic planet is because of the presence of some water in its interior,” Pearson said. “Water changes everything about the way a planet works.”

The discovery that almost wasn’t

Pearson said the discovery was almost accidental in that his team had been looking for another mineral when they paid about $20 for a three-millimeter-wide, dirty-looking brown diamond. The ringwoodite itself is invisible to the naked eye, buried beneath the surface, so it was fortunate that it was found by Pearson’s graduate student, John McNeill, in 2009.

“It’s so small, this inclusion, it’s extremely difficult to find, never mind work on,” Pearson said, “so it was a bit of a piece of luck, this discovery, as are many scientific discoveries.”

The sample underwent years of analysis using Raman and infrared spectroscopy and X-ray diffraction before it was officially confirmed as ringwoodite. The critical water measurements were performed at Pearson’s Arctic Resources Geochemistry Laboratory at the U of A. The laboratory forms part of the world-renowned Canadian Centre for Isotopic Microanalysis, also home to the world’s largest academic diamond research group.

The study is a great example of a modern international collaboration with some of the top leaders from various fields, including the Geoscience Institute at Goethe University, University of Padova, Durham University, University of Vienna, Trigon GeoServices and Ghent University.

For Pearson, one of the world’s leading authorities in the study of deep Earth diamond host rocks, the discovery ranks among the most significant of his career, confirming about 50 years of theoretical and experimental work by geophysicists, seismologists and other scientists trying to understand the makeup of the Earth’s interior.

Scientists have been deeply divided about the composition of the transition zone and whether it is full of water or desert-dry. Knowing water exists beneath the crust has implications for the study of volcanism and plate tectonics, affecting how rock melts, cools and shifts below the crust.

Article Published in 2014 – March – Courtesy of

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Say Hello to the Argyle Pink Hero Stones for 2015!

Argyle Pink Diamonds proudly announced the 2015 Hero Stones and they are stunning!

The collection includes five hero diamonds which have been individually named, inspired by the world of ballet in recognition of Argyle’s partnership with the Australian Ballet. (see below)
  • Argyle Prima – a 1.20 carat Fancy Red pear shaped diamond coveted for its unique combination of size, shape, colour and clarity which is rarely seen in the rarefied fancy coloured diamond world
  • Argyle Aurora – a 1.47 carat Fancy Red oval shaped diamond, named in honour of Princess Aurora from The Sleeping Beauty
  • Argyle Allegro – a 0.79 carat Fancy Red radiant shaped diamond, named after the brisk and lively ballet movement and reminiscent of the red colour dancing within this diamond
  • Argyle Spectre – a 1.93 carat Fancy Vivid Purplish Pink shield shaped diamond. The vibrant pink colour and strong shape of this diamond is inspired by the ballet Le Spectre de la rose
  • Argyle Élevé – 1.44 carat Fancy Intense Pink emerald shaped diamond, inspired by the ballet movement of rising high without bending and reflecting of the perfect long lines and elegance of the emerald shape.
Red diamonds are extremely rare. Basically they are very strongly and deeply colored pink diamonds, with the same cause of color, crystal distortion. This combination is so rare that most jeweler and diamond dealers have never even seen a natural red diamond. They do not get large with the 5.11 carat Moussiaf Red shield being the largest known red. – NCDIA
2015 Argyle Pink Diamond Hero Tender Stones

2015 Argyle Pink Diamond Hero Tender Stones

The 2015 Argyle Pink Diamond Tender will have viewings in Sydney, Hong Kong, New York and Perth. Bids close on October 21. The 2015 Tender, known as the “Connoisseur’s Collection”, comprises 65 diamonds weighing a total of 44.14 carats, including four Fancy Red diamonds, and is expected to attract global demand.

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Join Alan Bronstein for a special seminar on the beauty and nature of Natural Color Diamonds!

Natural Color Diamonds - Image courtesy of Aurora Gems

*Image courtesy of Aurora Gems

Natures Diversity; Natural Color Diamonds Presented by Alan Bronstein (NCDIA VP) Sunday, August 9, 2015
7:00 – 9:00 P.M.

The popularity of color diamonds is a relatively recent phenomenon and like pieces of a rainbow frozen in time for eternity, they are hypnotic to the gaze.

Don’t miss this opportunity to bee captivated with the brilliance, fire and color as Alan shares the excitement of the Aurora Pyramid of Hope diamond collection. Alan will discuss the rich lore of color diamonds and provide a historical perspective to give us a valuable context for appreciating the rarity and value of the Aurora Pyramid of Hope.

Alan Bronstein is among the world’s most trusted advisors of colored diamonds to leading jewelers, fine jewelry designers, and private investors. Alan is the respected curator of the world’s most famous natural fancy colored diamond collections, the Aurora Pyramid of Hope and the Butterfly of Peace Collection. He lectures widely ranging from the United Nations to the New York University.

Location – Holiday Inn Rosslyn, 1900 Ft. Meyer Drive, Arlington, VA 22209, at the Virginia end of Key Bridge, 703-807-2000.

Admission is  $10.00 . Please visit the DC GIA Alumni website at for more details.

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