is committed to operating our business with a view to
ensuring that consumers buying diamond jewellery are able to
rely with confidence on the professional and ethical standards
and technical skills of the gem diamond industry, taking account
of the following:
Natural diamonds
are objects of prestige, a luxury good, acquired for sentimental
reasons and are regarded as items of value by the consumer.
Diamonds are a
unique item about which the consumer has limited expertise and
consequently, in order to make an informed choice, the consumer
is reliant on (i) the standards and integrity of the diamond
industry, and (ii) information from the diamond industry as to
cut, colour, clarity and carat weight and other attributes,
including the application of any treatment*
The highest
professional and ethical standards and technical skills are
necessary to ensure that consumer trust is not misplaced and
that the reputation of the gem diamond industry is maintained
and enhanced.
Consumers expect
to purchase diamonds in their natural state, without any
treatment, beyond the accepted skills of craftsmanship
associated with their cutting and polishing and therefore the
danger of non-disclosure of treatment of natural diamonds, and
the passing off of partly or wholly synthetic diamonds and
simulants as natural diamonds, is contrary to the interests of
consumers.
The injury and
hardship suffered by local populations (and the potential for
it) when conflicts arise in diamond producing areas are
unacceptable, as is seeking to profit from such conflicts.
* Treatment means
any process, treatment or enhancement changing, interfering with
and/or contaminating the natural appearance or composition of
diamond. It includes colour (and decolourisation) treatment,
fracture filling, laser and irradiation treatment and coating.
2/ Business
practices
