How did De Beers shift from a diamonds monopoly perception to a competitive model with “Supplier of Choice”?

The diamond industry has gone through a major structural shift over the past two decades, particularly with how De Beers transitioned from being seen as a dominant market controller to a more market-driven participant.

Historically, De Beers managed a significant portion of global rough diamonds supply through centralized distribution and stockpiling, which contributed to a monopoly-like perception. This model also attracted regulatory attention under frameworks like the Sherman Antitrust Act and oversight from the European Commission.

In the early 2000s, the company introduced its “Supplier of Choice” (SoC) strategy, which appears to have changed its approach in several ways:

• Reduced reliance on stockpiling 
• More market-driven pricing mechanisms 
• Selection of sightholders based on clearer criteria 
• Greater focus on branding and downstream demand 

This raises a broader question about market structure and strategy:

Did the “Supplier of Choice” model effectively reduce monopoly characteristics, or did it simply redefine how influence is exercised in the diamonds market?

From an industry perspective, it seems this shift also contributed to:

• Increased competition among producers 
• Improved transparency (e.g., Kimberley Process) 
• Greater alignment with global regulatory expectations 

At the same time, the industry appears more fragmented today, with less centralized price control.

Would be interested to hear how others view this transition particularly from a market structure or strategy standpoint in 2026.