De Beers Managing Director Gareth Penny affirmed that this reorganisation is a result of a process to evaluate ways to better oneself, to remain highly competitive in the fast evolving business environment. Within this broader frame of improvements, there would be new processes for the Sightholder selection for 2008-2011 contracts, the formation of DTC Botswna and Namibia DTC, and the management of the geographical shift of some DTC operations.

The Diamond Trading Company (DTC), wanting to evolve as the world’s best rough diamond distributor, will now include separate marketing and selling departments. Varda Shine, DTC Managing Director, stated in the first Business Excellence Seminar held in London, that this shift has been planned to strengthen its distribution and marketing services for its producer partners and clientele.

According to the new arrangement, the producer partners can expect the optimum sustainable price for producers' diamonds, a safe and effective marketing channel and assistance for local beneficiation.

On the other hand, the DTC clientele will enjoy a strong and efficient distribution channel, knowledge sharing of DTC insights, market and technology know how, to gain an edge amongst others. The marketing unit of the DTC will encourage consumer demand through concept driven campaigns like Trilogy and Journey, intense promotion of the Forevermark programme, besides raising consumer confidence in diamonds.