Brilliant Earth’s Post

I am still confused as to why De beers need to compete with its upstream rough customers and all their down stream customers who buys polished diamonds which are manufactured from roughs mined by De beers. Luxury retailing requires very very different skills from running mining operations. Simply put, who do you think can field a stronger and more talented management team ? LVMH, Richemont, Hermes and all the iconic brands or De beers ? It is interesting to observe that De beers is partnering with Signet Jewelers in the U.S. and @Chow Tai Fook Jewellery Group in China which are dominant players in the middle market. De beers Jewellers (and Forevermark may be lower)might be targeted at a more premium high price points segment. De beers management seems to be sending very mixed signals and seems confused itself. Why this big investment in Paris ? Does it still have money to burn ? Does Al Cook understand the concept of opportunity costs and return on expense dollars ? If you sell flour why are you competing with your customers to sell bread ? It seems to be saying it wants to sell high end bread and Indian Nan and Chinese dumplings. It makes a big announcement about Element Six exiting LGD growing for jewellery but haven’t decided to shut down Lightbox. Everything is yet to be decided. Actually it might have made sense for Element Six to continue to sell LGD to the likes of Pandora. Al Cook seems like a lost soul making a lot of noise but is coming across as a very poor executioner. The decisions are all internally inconsisitent and lacks logic. Focusing back on natural is long overdue. As always Al is long on drama and short on specifics and the jewellery media sucks it all up and don’t ask the tough questions. The LGD category should celebrate that De beers management is showing such indecisiveness. However I take the view that with better leadership at the helm of De beers the entire diamond industry would be better off as there is nothing more beneficial to an industry as worthy competition. De beers is just bumbling along and will hurt both categories by its illogical execution. Lightbox will continue to be a disgrace to the LGD category as it dies a slow painful death. In Chinese we have a saying : The courageous warrior sacrifices the limb decisively ! Obviously Al Cook lacks courage. He has been on the job for only about 18 months. Time to give him a performance review !

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