Sales and marketing at a glance
Gem Diamonds maximises revenue from its rough diamonds through a combination of channels, including tenders, auctions, off-take arrangements and partnerships, and continues to pursue additional initiatives further down the diamond pipeline.
Gem Diamonds benefits from actively managing its own multi-channel marketing strategy and by establishing and developing relationships with new and existing clients.
Letšeng and Kimberley’s new sales and marketing strategy was launched in 2010, and its results can already be seen, both in the top prices being achieved for rough diamonds and the additional margins achieved for polished product.
Fancy yellow diamonds from Ellendale are sold to Tiffany & Co. through a life of mine off-take agreement. Ellendale’s remaining rough diamond production continues to be sold predominantly by electronic auction.