De Beers is planning to launch a program aimed at studying the segment of the market for the sale of re-use diamonds and the concomitant activity of consumers.
According to the company, the program will start early next month and end in early 2015, and a small number of retailers within the US will participate.
De Beers said that the program will help to better understand and assess the scale of resale diamonds, to examine consumer behavior and to understand what effect the fact of reselling diamonds on the perception of diamonds by consumers and their image of "eternal value" have.
"The practice of reselling diamonds to customers is not a new phenomenon," says Tom Montgomery, De Beers senior vice president for strategic initiatives. - For the vast majority of people, a diamond is a thing that they leave for themselves forever and they never want to sell. However, there will always be people who will resell their diamonds in the event of death, divorce or financial difficulties. "