At a closed event for the IDE spoke MS. Varda Shine from the DTC,

She ensured De Beers commitment to the diamond market value and the perceived value to it's clients.

These holidays De Beers advertisement budget will be greater than ever and with a growing demand from emerging economies such has China and India Ms. Shine expects diamonds to hold their value.

 Another important variable is the supply which is declining and the lack of new significant diamond mines.