According to Cleaver, representatives of "two thousandth generation" do not adhere to traditions as did their parents. The representatives of this age group make independent purchases are more likely than their parents, while they tend to make decisions about the joint purchase in the event of mutual relations, he added.
On the question of how the company is changing its advertising strategy to reach out to this generation, Cleaver said that diamonds last ads urges men to buy diamonds for women, but now some of the company's marketing strategies are adapted to show a more modern couple, where the solution buying a diamond is a joint. "In fact, the two diamond rings, and two stones have the same dimensions This is very important because it symbolizes equality in the relationship." - he said.
Executive Director of De Beers, said: "China as a whole consumes higher quality diamonds, and consumers are willing to trust brands the United States, as a huge market, consuming anything that gets to the whole value chain in India, tend to consume small-sized stones.. that is very, very small diamonds. "
According to him, the US market currently accounts for about 45% of global demand for diamond jewelery. China, including Hong Kong, makes about 16% of demand. India consumes about 8%, and Japan - about 5% of all diamonds in the world, he added.
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Mountain Province Diamonds reported that diamond project Gacho Quay (Gahcho Kué) in Canada completed more than 87%, and it continues to be carried out according to plan and budget.
President and CEO Patrick Evans, Mountain Province (Patrick Evans) said that the delivery of the mine equipment and materials for icy road took place according to plan, and included the delivery important for the production of large installations.
The company said that the director of the Gahcho Kué Joint Venture has been appointed Alan Rodel (Allan Rodel). The company also nine new appointments in various operational positions were made.
"We continue to show excellent results in the development of Gacho Quay project Among our main objectives -. The completion of earth works, commissioning of the primary crusher and processing plants rocks start of the open development of kimberlite and the creation of dumps, as well as preparation for full-scale beginning of diamond mining operations , "- Evans said.
Diamond project Gacho Quay is located in the Northwest Territories of Canada and is a joint venture company Mountain Province Diamonds, which owns 49 percent stake, and De Beers Canada, which owns the remaining portion of the shares of the project.
It is expected that diamond production at the mine will begin in the second half of 2016.
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