Depressed small, commercial diamond market
The demand for smaller commercial goods remains under pressure.

Robust demand for exceptional diamonds
The demand for Letšeng's high-value diamonds remains resilient to fluctuating market prices, and prices stayed firm in 2017.

Millennial consumers
As millennials become an increasingly influential part of our consumer market, their behaviour and values influence market trends. Research conducted by the Diamond Producer's Association (DPA), of which Gem Diamonds is a member, has shown that the millennial generation value authenticity and rarity. The DPA's recent campaign has, therefore, focused on the slogan 'Real is rare. Real is a diamond', highlighting the unique nature of diamonds.

Focus on responsible sources of jewellery
Consumers are looking to use their purchasing power to support brands they believe in and punish those perceived to be perpetrating social ills. The bad publicity the diamond trade has received concerning 'blood diamonds' has resulted in increasing importance placed on where and how diamonds are mined.

Socio-political uncertainty
Greater risks in emerging market economies – social, regulatory and political risk can lead to rapidly fluctuating environments.

Currency volatility
We receive our revenue in US$, while we incur costs in local currencies. Volatility of these currencies against the dollar affects our profitability and cash-flow.

Heightened activism
In the connected, digital age, heightened activism means that remaining, and being seen as, a responsible corporate citizen is critical to protecting companies brands.