Botswana: Between a Rock and a Hard Place
by Charles Lemos, Mon Dec 07, 2009 at 10:43:19 AM EST
Few companies have controlled an industry as De Beers has controlled the diamond industry. De Beers, established in 1888, is the world's leading diamond company with unrivalled expertise in the exploration, mining and marketing of diamonds. Effectively, the company's history is that of the diamond industry. Among the founders of the company was Cecil Rhodes, the man most responsible for British dominion over most of southern Africa. Historically, the company has controlled 85 to 90 percent of the world's diamond trade. The company only sells its wares at limited sightings called "single channel marketing" where diamond merchants can only buy or reject diamonds sold in lots determined by De Beers. The price is fixed and the company is able to maintain its pricing structure by limiting the amount of diamonds that are made available. The size of the diamond industry is approximately $30 billion USD.
The company created the slogan "A Diamond is Forever" in 1939 to suggest an emotional value to diamonds that did not really exist prior. The goal behind that marketing campaign was to ensure that women keep their diamonds literally forever and to prevent a secondary market from being created. The campaign is perhaps the most successful ever creating a mass market for diamonds. The main use for diamonds is industrial. One factor that has helped De Beers maintain its control of the diamond market is that until the end of the Cold War, Russia kept its diamonds off the global market - engagement rings were just not a Marxist-Leninist value. In the past twenty years that changed with the Russians forming the Alrosa Diamond company, 90 percent owned by the Russian government. De Beers' share of the diamond trade has fallen to 40 percent. In 2009 Russia quietly passed a milestone this year: surpassing De Beers as the world's largest diamond producer.
Recently, De Beers' fortunes have sunk even further. Short of cash, the company had to raise $800 million from stockholders in just the past year. The onset of the global recession also coincided with a settlement with European Union antitrust authorities that ended a longtime De Beers policy of stockpiling diamonds, in cooperation with Alrosa, to keep prices up.
It is hard to shed tears for De Beers even as if the transformation of De Beers over the past decade or so is a remarkable and little-known story but the collapse of the diamond trade is having repercussions in Botswana, perhaps the best managed economy in Africa. The collapse of global diamond trade bodes ill, not only for Botswana's mineworkers and diamond cutters, but also the country's economy as a whole. At independence in 1967, Botswana was one of the poorest countries in the world, with a per capita income of about $80 a year. Today, it is among the most prosperous countries in Africa, with a real middle class, and a per capita income approaching $6,000 a year. Its economy is the diamond industry and the income from that industry has allowed Botswana to build Africa's longest-lived democracy after that of Senegal.






