De Beers said that the diamond market volatility is the "new normal" and the company will work to ensure the efficient operation of the entire diamond pipeline, while continuing to support key areas - continuity of supply, stability in the middle and lower segments of demand.
This, according to Chief Executive Officer Bruce Cleaver, De Beers (Bruce Cleaver), «the only way to" save "success" of the company.
"Ahead of the diamond sector a great opportunity, and there is no time better than now to get started and use them," - said in his address.
Cleaver said that De Beers will deploy a national television campaign in the United States in the fourth quarter of this year to promote the jewelry collection «Ever Us» ( «Together Forever") with two diamonds.
"We also once again will provide our support generic marketing to help stimulate consumer demand, - he said. - I've said before that we need to persistently increase the demand, and we are in De Beers, of course, will play a role. "
According to Cleaver, De Beers company's financial results for the first half of 2016 were encouraging, given the problems in 2015.
Profit diamond giant rose 2 percent, to $ 585 million during the first half of 2016 from $ 576 million a year earlier as a result of higher revenues due to "stronger" in demand for rough diamonds, as well as thanks to tight control over operating costs and favorable exchange rate.
Consolidated revenues of De Beers rose 8 percent to $ 3.3 billion, during the period from $ 3 billion a year earlier, which was mainly due to increased sales of rough diamonds, which grew by 11 percent, to $ 3.1 . billion,
"This shows that thanks to the actions we have taken in the past year, it was possible to normalize trading conditions, - he said. - However, we will not rest on our laurels. "
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