Which program requires De Beers' sightholders to help increase market demand for diamonds?

Which program requires De Beers' sightholders to help increase market demand for diamonds?

• A. Supplier of Choice
• B. Supplier of Choice 2
• C. Best Practices Principles
• D. Kimberley Process

Answer: (A)

The main idea being tested is how De Beers structures its partnerships with rough-diamond suppliers to actively grow consumer demand. The program that requires sightholders to help increase market demand is called the Supplier of Choice. This program ties a supplier’s status to participation in demand-generation efforts—marketing campaigns, education for retailers, and initiatives to stimulate jewelry purchases—so that the supply supplied at sight is matched by a push to create more demand for diamonds in the market. In other words, being a “Supplier of Choice” signals a commitment not just to receive rough diamonds but to contribute to building consumer demand through coordinated marketing and market development activities. Kimberley Process, by contrast, focuses on preventing the trade of conflict diamonds and does not center on demand creation. Best Practices Principles generally relate to ethical and responsible practices within the supply chain, rather than a direct mandate to boost market demand. The distracting option “Supplier of Choice 2” isn’t the program tied to demand creation, so the correct choice is the Supplier of Choice, the program that aligns supplier activity with expanding market demand.

The main idea being tested is how De Beers structures its partnerships with rough-diamond suppliers to actively grow consumer demand. The program that requires sightholders to help increase market demand is called the Supplier of Choice. This program ties a supplier’s status to participation in demand-generation efforts—marketing campaigns, education for retailers, and initiatives to stimulate jewelry purchases—so that the supply supplied at sight is matched by a push to create more demand for diamonds in the market. In other words, being a “Supplier of Choice” signals a commitment not just to receive rough diamonds but to contribute to building consumer demand through coordinated marketing and market development activities.

Kimberley Process, by contrast, focuses on preventing the trade of conflict diamonds and does not center on demand creation. Best Practices Principles generally relate to ethical and responsible practices within the supply chain, rather than a direct mandate to boost market demand. The distracting option “Supplier of Choice 2” isn’t the program tied to demand creation, so the correct choice is the Supplier of Choice, the program that aligns supplier activity with expanding market demand.