This month Bloomberg reported that De Beers cut its prices to bring them much closer to the market rate, abandoning its premium position.
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De Beers, one of the largest companies in the diamond mining sector, has been battered by the ascendance of cheaper lab-grown gems.
Luxury brands were riding the subway instead of lounging in limos this year, though a couple of brands were able to buck the trend.
Anglo American is cutting back diamond production to try to hedge against China’s continued ambivalence toward the gemstones.
The diamond industry is undergoing a major shake-up. But can just how far can the bottom fall for the industry?