Apr '25 • General discussion
De Beers Sales Drop 47% — A Quiet Signal with Massive Implications
De Beers just reported a 47% decline in rough diamond sales this quarter. That’s not just a market shift—it’s a middle-market identity crisis.
Manufacturers and traders are pausing, hedging, holding. Not because they don’t believe in diamonds—but because they don’t know who they’re selling to anymore.
Let that sink in.
This isn’t just about oversupply. It’s about over-commodification. And the jewelers who are struggling most are the ones who’ve stayed generic for too long.
Here’s the pattern we’ve been tracking inside Jewelers Advantage with our community:
- Jewelers without a clearly defined customer are paralyzed.
- Those with a magnetic, values-based brand are stealing market share.
- AI isn’t replacing anyone—but it’s amplifying the distance between those with clarity and those still stuck in noise.
What we’re seeing is that success in 2025 isn’t coming from "selling harder." It’s coming from aligning deeper—with your vision, your voice, your values, and the real people you’re meant to serve.
AI is part of this shift. But it only works when you have a foundation of truth to plug it into.
This moment isn’t about panic—it’s about precision.
So here’s a prompt for the community:
How clearly can you describe your ideal customer without mentioning demographics or budget?
We’re listening. Let’s sharpen together.
Rich
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De Beers Sales Drop 47% — A Quiet Signal with Massive Implications
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