WHY DIAMONDS

PROTECTION, PRIVACY, AND PRESERVATION

The role of diamonds goes well beyond their continued appreciation in value and protection of wealth in the face of the destructive consequences of financial instability. Nature has specifically designed the diamond to be a far more concentrated, durable, portable, and inconspicuous form of wealth. This gives diamonds unprecedented advantages over gold, silver, land, and most other hard and paper assets.

PROTECTION:Diamonds are not easily confiscated because of their size and portability. Diamonds are the world's most compact, concentrated, and portable form of wealth to protect freedom, a luxury only diamonds can provide.

PRIVACY: Unlike gold and silver, commodities that are speculative and highly leveraged, diamonds are not registered or regulated by governments. That makes them the international currency of choice. With no paper trail, they are the only remaining non-leveraged hard asset in the world that provides privacy of wealth.

PRESERVATION: Land suffers the ravages of flood, fire, and other natural disaster. The diamond can by nature withstand the most fervent elements and is therefore most durable and indestructible. Diamonds have historically shown stability, even during war time, and are unmatched as a crisis hedge. They are the ideal medium for stable preservation of wealth and value.

SUCCESS, STABILITY, AND APPRECIATION

One of De Beers' policies is to maintain price stability against inflation and economic depression. As the hardest of hard assets, diamonds have enjoyed consistent growth and stability in price over other hard assets. De Beers' pricing formula is based on the depreciation of the U.S. Dollar. As the dollar loses its value, diamond prices are adjusted upward. De Beers', as market regulators, always seek to match supply and demand (i.e. lower supply in slower periods but never its price) and dampen speculation.

De Beers' influence is best reflected in the success and stability of the diamond industry. That is a remarkable achievement, especially compared to the more violent price fluctuations of other com- modities during the same period of time.